United Food Bank

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September is Feeding America’s Hunger Action Month, and a perfect time to help one of its members, United Food Bank (UFB), spread the word about the work they do in the East Valley and eastern Arizona.

UFB provides 57,000 meals a day to hungry people throughout their service area. But, for a variety of reasons, the organization historically has not had a corresponding level of community profile and recognition. teamworks communication management developed a comprehensive plan to use the month of September to accomplish an all-out campaign to raise awareness both of the issue of hunger and the impact that support for UFB makes in addressing it.

First, we got to work placing UFB President and CEO, Ginny Hildebrand — perhaps the state’s best authority on food-insecurity issues — with various media. The campaign launched with an interview on KAET-PBS’s “Arizona Horizon,” followed by an op-ed by Ginny in the East Valley Trscreen-shot-2016-09-15-at-2-56-52-pmibune. She also was interviewed on KNXV-ABC’s “Sonoran Living”  and KTVK-Ind. during a Bashas’ grocery store food drive.  On the print side, we secured an op-ed in the Phoenix Business Journal. Other stories about United Food Bank Hunger Action Month appeared in Arizona Health & Living and in the southeast Valley editions of the Arizona Republic.

To secure features placements with online media, we worked with UFB to develop a Chef Challenge. teamworks secured chef Romeo Taus to create meals using only the foods available to clients through UFB’s emergency20160914_162916 non-perishable food boxes and “Help Yourself” fresh and frozen foods program. The resulting recipes and photos will be featured on azcentral.com, and will include information about these two important feeding programs.

While pleased with the success of the media portion of our campaign, we also worked to incorporate other creative channels. teamworks worked with local radio contacts to secure a $38,000 radio promotion featuring United Fkool-logo-225x110screen-shot-2016-09-15-at-3-13-36-pmod Bank on all three CBS radio stations as part of their Helping Hands program. This effort included :30 on-air PSAs ad prominent website exposure.

We worked with the Public Information Officers (PIO) and Mayors’ offices of the cities of Tempe, Mesa, Chandler and Gilbert to have September proclaimed as United Food Bank Hunger Action Month. These proclamations and photos were used on social media and mentioned in all news releases.

We negotiated the use of the Downtown Tempe Authority chalkboard cube for the month of September, using UFB graphics asking passersby to write their answer to the fill-in-the-blank, “I can’t _____ on an empty stomach.”

To generate added14242226_10150668617499986_3073727409929495549_o social media chatter, teamworks worked with a local company, First Solar, to spell out “FEED” on the multi-story solar panels that line its headquarters situated prominently by a major interstate.