KFC South Africa embarked on a hunger annihilation awareness campaign in the month of October 2008 to highlight the plight of the destitute masses that go to bed on empty stomachs.
As part of its CSI initiative, KFC South Africa, a sub-brand of global food company, YUM, launched a massive national campaign, aptly termed Hunger to Hope, which covered all nine provinces. The main objective of the campaign was to educate the nation about the scourge of global hunger and starvation.
The brief received from KFC Social Responsibility Trust Manager, Sthembile Shabangu, was to communicate KFC's commitment to fighting world hunger and to raise awareness and funds through strategic activations.
KFC took advantage of the mobility and versatility of the mobile-scrolling Moving Ads medium to harness maximum exposure and efficacy.
And as expected, our novel media platform delivered:
Moving Ads visited KFC outlets in major city centres
Moving Ads was part of all major activations planned around the campaign
KFC raised funds by the millions, which were channeled to various charity organisations through its partnership with the World Food Program (WFP).
The month of October has been entrenched in the psyche of the nation as Hunger month.