Fleishman-Hillard earned a 2010 SAMMY award for “Child Hunger Ends Here Neighborhood Rally,” done on behalf of ConAgra Foods. The advocacy campaign, which won in the Best Use of Social Media for Social Good category, helped generate awareness of child hunger in America. The awards recognize overall excellence and breakthrough achievement in social advertising, media and marketing.
The campaign worked to raise awareness of and support for an issue that affects nearly one in four children throughout the United States. The goal of the Child Hunger Ends Here campaign was to engage and inspire communities to get involved and fight child hunger in their own backyards by hosting neighborhood events like yard sales or bake sales with a fundraising twist. All funds were donated to Feeding America, the nation’s leading hunger-relief organization.
ConAgra Foods selected 14 influential bloggers across the United States to serve as campaign ambassadors, tapping into the bloggers’ social networks to educate, share information, host neighborhood rallies and sustain the conversation in their online and offline communities. Nearly 35 million impressions were garnered – surpassing the campaign goal of 25 million impressions by 40 percent.
The SAMMY Awards honor overall excellence and breakthrough achievement in social advertising, media and marketing in 24 categories. This year’s winners were selected by a judging committee that included leading social media and marketing experts, journalists, insiders, marketers, publishers and social technology visionaries. ConAgra Foods was one of three finalists in the “Best Use of Social Media for Social Good” category that highlighted the use of social media channels to increase awareness for a good cause.