+

Full bellies, full minds.

Jenny Muscat JRN 551 Spring 2011

+ Introduction

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.

Childhood hunger is an increasing

problem in the United States as job loss

and financial constrains continue to

hinder households across the country.

+ 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 0-3 cannot learn as quickly, as much, or as well.

A lack of nutritious food hinders a child’s 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

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 CMU’s 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.

Output objectives

+ Objectives

Impact objectives

To increase awareness about

childhood hunger in Mt. Pleasant

by 25%.

To increase awareness about

Pfizer’s values and efforts to

improve health around the world

in the Mt. Pleasant community by

20%.

To create favorable attitudes

towards Pfizer’s social

responsibility among 20% of the

Mt. Pleasant community.

+ Programming

Themes and messages

“Full bellies, full minds.”

Pfizer’s “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 people’s 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, CM-

Life, 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 John’s 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 Pfizer’s

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 member’s 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.