The Weeknd was appointed the newest Goodwill Ambassador for the United Nations World Food Programme at a formal reception on Tuesday (Oct. 7) in Los Angeles. Hosted at West Hollywood’s Ysabel restaurant, the board members of the U.N. World Food Programme were joined by major music executives such as Universal Music Group chairman/CEO Lucian Grange, Universal Music Publishing Group chairman/CEO Jody Gerson, Motown Records chairman/CEO Ethiopia Habtemariam, Columbia Records co-head of urban music Shawn Holliday, and The Weeknd’s manager Wassim “Sal” Slaiby as well as his wife Rima Fakih Slaiby, who was appointed to the WFP’s USA division board of directors in April. Upon arrival, attendees were given a colorful pinwheel brooch that represented the U.N.’s 17 Sustainable Development Goals established in 2015. The mustard yellow-colored portion, representing goal No. 2, is for “zero hunger.” The U.N. World Food Programme provides life-saving food assistance to more than 100 million people living in more than 80 countries every year.