ConAgra Foods' Feeding Children Better Foundation: Child Hunger campaign
Candice ManciniOVERVIEW
ConAgra Foods, the $14 billion packaged-food giant, created its Feeding Children Better program in 1999 in response to the growing problem of childhood hunger in the United States. In conjunction with the Advertising Council and America's Second Harvest, ConAgra's Feeding Children Better program launched a multitiered public service campaign to increase awareness and understanding of childhood hunger, which, at the time, affected approximately 14 million American children.
The "Child Hunger" public service campaign, which started in 2001, used television, print, radio, Web banners, and pamphlets, reaching 57.5 million...