For many kids, the end of the school year is a time to celebrate. But for millions of others, the time away from school means not knowing where or when they will get their next meal.
FleishmanHillard worked with the ConAgra Foods Foundation to create national awareness of child hunger and inspire action with moms via the Hunger-Free Summer Program. The program elicited help from musical talent Kellie Pickler.
Through a national media tour, visit to a Nashville food bank and blogger activation, the campaign drove national awareness with a call to action that asked moms to download a “Hunger Avengers” activity booklet, which resulted in a food donation to Feeding America. The booklet gave moms a seamless way to have a conversation about child hunger with their family while the Hunger-Free Summer Program, through the ConAgra Foods Foundation and Feeding America, was able to serve 66 percent more children than the previous summer, providing more than 1.3 million meals and snacks to children.