The best of non-profit advertising and marketing for social causes

Feeding America PSA

Feeding America PSA

The United States Department of Agriculture (USDA) announced three days ago that nearly 16 million children in America face hunger.
The PSAs were launched on September 5, as part of Hunger Action Day, which kicks off September as Feeding America’s Hunger Action Month. (more after the break)

Feeding America

Hunger in America exists for over 50 million people. That is 1 in 6 of the U.S. population – including more than 1 in 5 children.

The Child Hunger campaign was created pro bono by ad agency Cutwater in San Francisco and was inspired by interviews Savannah Guthrie conducted with children facing hunger during a “TODAY Takes Action” series segment. Savannah asked children what they would do if they were superheroes with the power to end world hunger.

“My superhero is the food angel who leaves baskets of food outside the house with all the food the family needs,” one young girl responded, and she drew an angel with a basket of food.”

“Child hunger is a serious issue in this country,” said Bob Aiken, CEO of Feeding America. “Of the 37 million people Feeding America serves, nearly 14 million are children. We don’t need superheroes to solve this problem—we need everyday heroes. We hope the PSAs will raise awareness of the magnitude of our problem and motivate others to take action. Together, we can solve hunger and ensure children have the fuel they need to grow healthy and strong.”

Food Angel :60

Laila Ali Undefeated :60

So Much Food :60

The new television Child Hunger PSAs highlight how food banks work collaboratively with their communities to bring surplus food to children and families in need, including working with farmers, grocery workers, food bank employees and volunteers. In an effort to bring the young girl’s idea of a “food angel” to life, each contributor is shown with illustrated angel wings while the voiceover explains, “They’ve earned their wings and you can too.” The TV PSAs were filmed with FOOD Share, Inc., a Feeding America member food bank in Oxnard, Calif. The spots feature many real volunteers, employees and community partners of the food bank.

The new campaign also includes radio PSAs recorded pro bono by notable celebrities that will be rolling out this fall. Participating celebrities include Kelly Clarkson, Laila Ali, Savannah Guthrie and Curtis Stone.

“This campaign is fundamentally different in that it is not building awareness around the problem. It’s building awareness around the solution,” said Chuck McBride, Founder & Chief Creative Officer of Cutwater. “Hunger is an epidemic in this country, yet unlike others, we can fix it.”

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