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We thank you for your support and participation in helping change the public conversation
about hunger in America and the world, and making the end of childhood hunger a national priority. Together we have done some innovative stuff that made a difference! |
One of Our Earlier Programs
1996 to 1998
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PRIME TIME TO END HUNGER brought together the three major TV networks for the first time to air special episodes of primetime TV shows. Episodes of top shows dealt creatively with hunger, homelessness and volunteerism. Through their favorite shows, viewers were informed about the issues and urged to get involved.
With Nielsen estimates attached, the participating shows included:
Part of the design of the initiative was to have one of the stars of each of the shows invite viewers to volunteer in their local communities. Viewers were invited to make a phone call to request a brochure that gave information on how to volunteer effectively – the first “consumer’s guide” to volunteering. AT&T, MCI and Sprint cooperated for the first time to provide national coverage of interactive voice response units to handle the expected volume of calls. The End Hunger Network developed a national database of local volunteer opportunities so the brochure could be personalized to every recipient’s zipcode with a local phone number. The End Hunger Network enrolled a number of national partners who promoted the initiative among their members and supporters, including: Volunteer-The National Center, United Way of America, American Red Cross, Catholic Charities, Council of Jewish Federations, National Council of Churches and the Salvation Army. The initiative was launched at a White House Rose Garden ceremony, featuring President George H. Bush and the heads of ABC, NBC and CBS. Polaroid Education Program developed a curriculum to assist teachers in developing lessons around helping others and improving local neighborhoods. Other corporate sponsors included Archer-Daniels-Midland, Sony Corporation of America, A&M Records and Films, Ampex Corporation, Webcraft Technologies, Atlantic Video and Land O’Lakes. The production companies of the individual shows (Columbia, MGM/UA, Viacom, Universal, Walt Disney and Warner Brothers) each contributed to advertise the initiative in People magazine and newspapers in the largest TV markets. As Warren Littlefield, President of NBC Entertainment, said, “As broadcast executives, we strive to entertain and enlighten. We believe that television can touch peoples’ lives and, once that happens, individuals can make a choice to make a difference.” |