+

Full bellies, full minds.

Jenny Muscat JRN 551 Spring 2011

Introduction
Childhood hunger is an increasing problem in the United States as job loss and financial constrains continue to hinder households across the country.

Pfizer has developed a program to help community members and CMU students combat childhood hunger in Mt. Pleasant, MI.

This program will consist of a contest being held to raise awareness about childhood hunger and help adequately feed the children of Mt. Pleasant.

Research
According to the USDA, in 2010, 16 million (1 in 4) children were living in food insecure households in the US.
55% of these households reported being a low income household, limiting their ability to provide nutritious meals for children. Food insecure children are more susceptible to illness, hospitalization, slow recovery, fatigue, and obesity (childhood and adult).

National Anti-Hunger Organization Roadmap to end childhood hunger in America by 2015 2009

Research

Children who are food insecure from ages 03 cannot learn as quickly, as much, or as well. A lack of nutritious food hinders a childs ability to concentrate and perform well well in school.

Children who do not get enough to eat are more likely to display higher levels of behavioral and emotional problems and anxiety. Hungry children lack the energy to perform tasks and participate in social interactions.
National Anti-Hunger Organization Roadmap to end childhood hunger in America by 2015 2009

Research
Audience research The target audience for this program is community members of Mt. Pleasant. The specific audiences that will be surveyed are 30-50 year old residents and CMU students. To determine how much the target audience knows about Pfizer and childhood hunger a survey will be distributed.

Questions pertaining to their attitude and experiences with Pfizer will be used along with those referring to their knowledge on childhood hunger.

Objectives
Output objectives
To stimulate an attendance of 600 people at the Full bellies, full minds event.

To send a news release to major news outlets in Mt. Pleasant, CMU, and neighboring communities.
To publicize the event in local newspapers, magazines, TV stations, and putting flyers around Mt. Pleasant schools and CMUs campus asking for donations. To obtain at least five major companies willing to sponsor the event. To get at least 2,000 pieces of food donated.

Objectives

Impact objectives
To increase awareness about childhood hunger in Mt. Pleasant by 25%. To increase awareness about Pfizers values and efforts to improve health around the world in the Mt. Pleasant community by 20%. To create favorable attitudes towards Pfizers social responsibility among 20% of the Mt. Pleasant community.

Programming

Themes and messages

Full bellies, full minds.

Pfizers Full bellies, full minds program is devoted to contributing to the health and wellness in the Mt. Pleasant community through striving to end childhood hunger.

Programming

Actions (special events)

This program will consist of a large event in which a contest will take place. Contest participants will be competing to see which team can completely stuff the most backpacks with non-perishable food items. Participants will be required to sign up prior to the event and form teams. Each team will have money donated on their behalf. Winners will win free products donated by sponsors.

After the contest is completed the backpacks will be distributed to local children who qualify to receive one. The money raised will be donated to the Mt. Pleasant schools to better the free and reduced lunch program and extend it into summer months.

Programming

Uncontrolled media

To ensure that this program gets favorable news coverage by sending out press releases to the local media outlets explaining the messages and goals of the program. Reporters for local newspapers and television stations will be invited out to the event to see goals and impacts firsthand.
Controlled media

The wording of material distributed to the media will be closely monitored to ensure that it clearly reflects the goals and messages of the program.

Programming

Social media
For this program, a Facebook, Twitter, and YouTube account will be made to distribute information on the efforts and messages.

In addition to reminders about the event, facts and statistics will be shared about childhood hunger nationally and within Mt. Pleasant on Facebook and Twitter. The YouTube page will feature videos about childhood hunger to help get peoples attention. These videos will be shared on the Facebook and Twitter pages.
To ensure that the public understands the Pfizer is the coordinator of the program the information will frequently include the company name and mission.

Evaluation
This program had nearly 700 participants and attendees which was over the goal. A total of $5,550 was raised for Mt. Pleasant schools. Reporters from newspapers including The Morning Sun, CMLife, Midland Daily News, and the Saginaw News attended the event. Live broadcasts occurred with ABC 12 and WCFX radio station. A number of advertisements were placed in The Morning Sun and CM-Life. Short commercials ran on local stations during the month before the event.

Evaluations
Over 3,000 pieces of food were donated. All five sponsors were obtained. Papa Johns donated food for the participants and attendees. Target, Meijer, and Walmart donated products for the prizes, and Walmart also donated the backpacks to be stuffed with food. Two surveys were distrubuted to attendees. Compared to the pre-event survey, the post-event one showed that community members were more aware of childhood hunger and Pfizers values and efforts. The overall opinion about Pfizer also raised.

Conclusion
Pfizer considered this event widely successful for being the first one ever thrown.
A substantial amount of money was donated to the school system and attendees reported to have increased knowledge about childhood hunger. Pfizer was able to enhance community members view on the company after the event.

Due to the success of the event, Pfizer is planning on making this an annual program to keep raising awareness and funds for childhood hunger.