2013 CSR Awards: Cause Branding Campaign

Winner: Food Network’s Hunger Hits Home Campaign

Narrated by actor and campaign spokesperson Jeff Bridges, Hunger Hits Home examined the issue of childhood hunger through the eyes of those on the frontlines—parents and children, anti-hunger activists, educators and politicians—all committed to eliminating the problem.

This issue—generally thought of as one affecting only developing nations—is occurring right here at home in one of the world's wealthiest countries. Buoyed by its passionate and engaged audience, and status as the trusted leader in food, Food Network drove awareness for the Hunger Hits Home documentary through a communication approach focused on influencer outreach and tune-in.

The brand looked to inspire and motivate influencers—talent, partners, government officials and activists—to leverage their respective networks and relationships to spread the word about the premiere and the six VIP screenings in New York, Los Angeles, Chicago, Washington, D.C., Dallas and Charlotte, N.C. Both Food Network and Share Our Strength built support promoting the premiere in 29 markets, targeting media partners, bloggers, nonprofit organizations, local restaurants and chefs, and other community organizations and groups.

Hunger Hits Home generated 3,490 donations totaling almost $170,000, as well as more than 9,500 petitions signed. The campaign also garnered more than 325 million media impressions (on-air and cross channel) with an estimated media value of $6 million. —Bill Miltenberg

Honorable Mentions:

  • Discover Financial Services and Burson-Marsteller - Pathway to Financial Success: Bringing Financial Education to the Classroom

  • DoSomething.org - Thumb Wars

  • Elizabeth Arden and Lippe Taylor - Revolutionizing Social Good: #PinItToGiveIt with Elizabeth Arden

  • RF|Binder - JOHNSON'S Baby Brand Gives Back and Gains Trust

  • TELUS Corporation - TV for Good and Phones for Good 

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