Feeding America®, the nation’s largest hunger-relief and food rescue organization, in partnership with the Ad Council and McCann New York,today launched a new Public Service Advertisement (PSA) campaign, “Stories of Hidden Hunger.” The campaign exposes the truth about hidden hunger – the everyday people who experience hunger and the reality of their struggles – in the United States with the goal of moving people from apathy to empathy.
“There are a lot of misconceptions around hunger, and we purposefully chose stories about struggling working families to provide a range of relatable situations to help bridge the empathy gap,” said Catherine Davis, Chief Marketing and Communications Officer at Feeding America. “We hope that these stories help change how people feel about hunger in the U.S. and foster a desire to make an impact with Feeding America.”
A recent Feeding America consumer research studyfound that people subconsciously blame individuals facing hunger to create emotional distance and separate themselves from the issue[i]. The intention of this campaign is to bridge the gap and demonstrate that hunger can affect people from all walks of life. In fact, more than half of the households the Feeding America network of 200 food banks servesinclude at least one employed person.
Inspired by real-life stories from the 46 million people served by the Feeding America network, “Stories of Hidden Hunger” depicts the lives of two families with working parents, both narrated by a child through familiar nursery rhymes.
“Centuries-old nursery rhymes paired with modern day stories highlight the fact that hunger is still a widespread issue as it was hundreds of years ago,”said Sherrod Melvin, SVP Group Creative Director at McCann New York.
Additionally, the radio and print campaign illustrates real feelings and reactions of people who suffer from hunger.
“Hunger is a heartbreaking experience that affects so many people –including millions of families working hard to make ends meet,” said Lisa Sherman, President and CEO of the Ad Council. “When viewers see the realities of hunger in this work, we hope that they will be inspired to end the story of hunger once for all.”
The broadcast spots for television and radio, along with print and digital ads, will be placed in donated time and space by thousands of media outlets via the Ad Council’s extensive network of media partners.Total donated media value in support of the campaign will reach in the tens of millions of dollars, helping to raise the issue of hunger among Americansand encourage greater empathy for people fighting hunger.