August 27, 2009
Hunger Action Month (September), led by Feeding America, is the nationwide effort to mobilize the public in the fight against hunger in America. Hunger Action Month, formed to help those in need, bloomed from a day of service into a month-long campaign as the economy has taken a turn for the worse and the demand for food assistance has increased. Through collaboration between Feeding America's national office, their network of 205 food banks, corporate sponsors and engagement of celebrities, Feeding America aims to raise awareness this September to help the 36 million Americans who struggle with hunger through the universal message "Give a Little, Feed a Lot."
"The demand for food assistance nationwide has increased 30 percent throughout the last year and in many communities the increase is much higher," said Vicki Escarra, president and CEO of Feeding America. "The effects of the economic recession are being felt by more and more households each day. Hunger Action Month spearheads our ongoing campaign to raise awareness and to help the 36 million people who are at risk of hunger in America. We are thankful to the corporations who have stepped up to the plate and are helping shine a spotlight on this solvable problem."
Throughout Hunger Action Month, Feeding America's nationwide network of 205 food banks are calling upon their communities to take action by giving up something small through the "Give A Little, Feed a Lot" campaign. By identifying small things in life, a person can see what the value of that item would translate into meals and can then donate the value to their local food bank. Americans are encouraged to participate in the month by attending local food banks events, donating time, money or their voice, participating in one of many corporate promotions and getting children involved as "Hunger Helpers."
Hunger Action Month has attracted the attention of many corporate sponsors and entertainment partners to help continue the dialogue and spread the "Give a Little, Feed a Lot" message. The Hunger Action Month partners and campaigns include:
Macy's "Come Together" campaign is a community-centered initiative to raise 10 million meals for Feeding America. The campaign asks the public to host dinner parties in their homes and to have guests donate to Feeding America in lieu of bringing a host gift. Macy's will match dollar for dollar until the collective goal of 10 million meals is reached. Macy's customers can also donate $1 at the register at all Macy's stores, as well as to Shop for a Cause on Saturday, October 17. To support the effort, Macy's will launch an awareness campaign that includes a new star-studded TV commercial, dinner parties hosted by world-renowned chefs from Macy's Culinary Council at select stores, fashion nights, and a one-stop party planning destination at www.macys.com/cometogether that will feature recipes, dinner party fashions, evites, themes, recommended playlists and other special content to create the perfect gathering.
The Cheesecake Factory: The Cheesecake Factory's "Drive Out Hunger" Tour kicks off on August 31 in Los Angeles with David Arquette and will visit 30 cities in 30 days, ending in Washington, D.C. on October 1. For the entire month of September, Feeding America and The Cheesecake Factory hope to engage thousands of Americans by asking guests to donate 2 cans of food to The Cheesecake Factory local event site, and in turn, receive a slice of the new Stefanie's Ultimate Red Velvet Cake Cheesecake. Over 32,000 employees from all 146 Cheesecake Factory restaurants across the country are also collecting cans of soup during the month to benefit the food banks in their communities. On September 30, for every guest that brings in two cans of soup, The Cheesecake Factory will be donating 10% of their guest check to local food banks. The "Drive Out Hunger" Tour is part of The Cheesecake Factory's "Share the Spirit" campaign. Through July 29, 2010, with every purchase of a slice of the Stephanie's Ultimate Red Velvet Cheesecake, The Cheesecake Factory will donate 25 cents to Feeding America -- and $1 per order online. Through this entire campaign, The Cheesecake Factory expects to raise over $400,000 for Feeding America.
United Airlines: The "official airline of Hunger Action Month," United Airlines will run an in-flight video PSA during September, along with a print version of this PSA in their in-flight magazine, Hemispheres, to help encourage passengers to log onto www.feedingamerica.org/united to join in the fight with cash donations or miles. Transportation for Hunger Action month awareness events is provided by United Airlines.
Sony Pictures Animation's "Cloudy With a Chance of Meatballs:" Sony Pictures Animation and Feeding America have teamed up to create a hunger awareness campaign involving their new movie, Cloudy with a Chance of Meatballs, which hits theaters nationwide on September 18. Ad Council PSAs featuring characters from the movie will run in theater as movie trailers encouraging kids to become Hunger Helpers by teaching them that 1 in 6 children in this country don't know where their next meal will come from.
Microsoft: In addition to donating media on MSN.com, Microsoft is extending their Browser for the Better campaign through the month of the September in honor of Hunger Action Month. The Browser for the Better campaign is about making it easy for people to make a difference. For each free download of Windows Internet Explorer 8 via www.browserforthebetter.com, Microsoft will donate the financial equivalent of 8 meals to Feeding America. Also, as an added incentive, Microsoft will double their donations for all users who are running Internet Explorer 6 and who upgrade to Internet Explorer 8 from the www.browserforthebetter.com site.
"Rock a Little, Feed a Lot" concert: Some of the best musicians will gather in Los Angeles' Club Nokia on September 29 for what is aiming to be the year's largest hunger-relief concert, a benefit for Feeding America and the Los Angeles Regional Foodbank. Details about the "Rock a Little, Feed a Lot" concert will be announced in the coming weeks. Tickets are available at www.ticketmaster.com.
Hunger Helpers: On the Feeding America website and through the Ad Council PSAs, kids are encouraged to get involved in the effort to end hunger by becoming a "Hunger Helper." "Hunger Helpers" can provide real meals to hungry people by playing games on www.feedingamerica.org/hungerhelper. Kids can also download a Hunger Action Month toolkit that includes a plate for kids to decorate which Feeding America will send to their congressman or congresswoman in an effort to help support upcoming legislation. Every kid can fight hunger in their own community during Hunger Action Month.
To take part or learn what is going on in your community, please visit: www.feedingamerica.org/hungeractionmonth .
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