Campaign: USA Today/ConAgra Youth Contest
Company: USA Today/ConAgra
Nonprofit Partner: Feeding America
Launch Date: November, 2011
[/box]Campaign Description:
USA TODAY Charitable Foundation has joined forces with ConAgra Foods to launch a free, project-based learning activity to teach youth to fight child hunger in the United States. Students and youth organizations learn about child hunger, create a cause marketing plan to activate their communities and submit the results of their plan in a national competition. The entries will be judged on three criteria: the average number of meals collected per student in each class or group, the average number of meals contributed per person by the community organization targeted by the team's marketing plan, and a reflective essay. Members of the winning student team and the teacher or sponsoring adult will each receive an iPad.
Our Take:
This partnership is impressive in its efforts to educate youth about child hunger and ask them to take action for the cause in their local communities. Of course, no effort targeted at this generation would be complete without a motivational carrot – in this case, an iPad. We love the effort put forth by this partnership to educate a receptive audience about an important issue. We are, however, wondering how Feeding America is incorporated into this campaign from the student perspective.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
