One month in-store fundraiser, activated with compelling PSAs featuring Academy Award®-nominated actress and Hunger Is ambassador Viola Davis, launched a year-round effort to spotlight and address childhood hunger
PLEASANTON and LOS ANGELES, Calif. —June 12, 2014—The Safeway Foundation and the Entertainment Industry Foundation (EIF) have announced they have raised more than $4.5 million in support of Hunger Is, a joint charitable initiative designed to raise awareness and funds to fight childhood hunger in America. The campaign kicked off in April with a month-long in-store fundraiser in more than 1,300 Safeway stores across the U.S. Additional funds were generated through online donations at HungerIs.org. The year-round campaign encourages individuals and communities to get involved in solving this widespread problem that too often goes unnoticed and, according to the USDA, affects one in five children in America.
Concurrent with the launch of Hunger Is, public service announcements appeared on television, in print, online, and out-of-home media featuring Academy Award®-nominated actress Viola Davis, who shared her compelling story about growing up hungry.
“I am so thrilled at the incredible success of this important initiative. Millions of children go to bed hungry every night and it’s time we all take action to end this nationwide problem,” Davis shared. She went on to say, “I’m looking forward to the continued momentum of this meaningful campaign as this is just the beginning.”
“We are grateful to our customers, who heard our call to action and chose to help make a difference in the lives of children,” said Larree Renda, Safeway Inc. Executive Vice President and Chair of The Safeway Foundation. “We are off to an amazing start and will continue our efforts with the Entertainment Industry Foundation and Viola Davis, who is a passionate champion in the fight against childhood hunger.”
Funds raised through the campaign will go toward programs focused on eradicating childhood hunger and improving health-related and education outcomes. During this inaugural year, breakfast programs will be the focus, giving children a healthy start to their day and the best chance to excel. Research shows that children who eat breakfast have better school attendance and achieve higher math scores than children who lack adequate access to food.
In the coming months, the Hunger Is Project Advisory Committee will be convened, enlisting hunger experts from across the country with a critical understanding of how hunger affects children from rural to urban communities. These experts will include representatives of Hunger Is collaborators Feeding America® – the nation’s leading domestic hunger-relief charity; the Food Research and Action Center (FRAC) – the leading national nonprofit organization working to improve public policies and public-private partnerships to eradicate hunger and malnutrition in the U.S.; and No Kid Hungry – a campaign which connects kids in need with nutritious food and teaches their families how to cook healthy, affordable meals. The Project Advisory Committee will help identify hunger programs throughout the U.S. that will make a difference in reducing childhood hunger.
“We are so thankful for the incredible support for this campaign from Safeway customers, employees and the general public throughout the U.S., who agree it’s simply unacceptable for our children to be hungry,” said EIF President & CEO Lisa Paulsen. “Too many kids are not getting the nutrition they need to reach their full potential, and we’re privileged to work with The Safeway Foundation to engage communities across the country in helping to change that.”
More information about the issue is available at HungerIs.org, along with simple ways for individuals to donate.
About Hunger Is
Hunger Is, a joint charitable program of The Safeway Foundation and the Entertainment Industry Foundation (EIF), is designed to build awareness and raise funds in an effort to eradicate childhood hunger in America. Funds raised through Hunger Is directly benefit programs focused on combating childhood hunger and improving health-related outcomes. For more information, visit localhost/crafton/www.hungeris.org.
About The Safeway Foundation
Founded in 2001, The Safeway Foundation supports causes that impact our customers’ lives. Safeway stores provide the opportunity to mobilize funding and create awareness in our neighborhoods through the generous contributions by our customers, our employees’ passion and partnerships with our vendors.. We focus on giving locally in the areas of health and human services, hunger relief, education and helping people with disabilities. Safeway Inc. and The Safeway Foundation have invested $1 billion in our neighborhoods since 2001. For more information about The Safeway Foundation, visit www.safewayfoundation.org.
About the Entertainment Industry Foundation
Founded in 1942, the Entertainment Industry Foundation (EIF) is a multifaceted organization that occupies a unique place in the world of philanthropy. By mobilizing and leveraging the powerful voice and creative talents of the entertainment industry, as well as cultivating the support of organizations (public and private) and philanthropists committed to social responsibility, EIF builds awareness and raises funds, developing and enhancing programs on the local, national and global level that facilitate positive social change. For more information, visit www.eifoundation.org.