No Kid Hungry leveraged GroundTruth media to reach relevant audiences with details about their summer meals program.
The goal of the campaign was to raise awareness among families about how to find summer meals available nationally, with a targeted focus on key states. Parents and caregivers were encouraged to text "FOOD" or "COMIDA" to No Kid Hungry's 304-304 hotline to find free meals near them.
No Kid Hungry initially launched the texting hotline to let parents know about free summer meal sites in their neighborhoods. This resource is especially crucial during the summer months when the meals that many children rely on at school are no longer accessible.
Real-World Solutions
Real Business Results
Throughout the campaign, more than 2.5k unique users accessed No Kid Hungry’s meal finder resources via WhatsApp, enabling them to connect their intended audience of Latino families with meals on an entirely new platform that they trust.
By the Numbers
Clicks driven to No Kid Hungry's meal finder resource
Average click-through rate on mobile ads, 2X above the GroundTruth benchmark for mobile banners
Unique users who messaged No Kid Hungry via WhatsApp throughout the campaign
All kids deserve a great summer, but for millions of children who rely on school meals, summer can be the hungriest time of year when school is out.
And with the rise in cost for food and other necessities like utilities, gas and rent, there’s a bigger financial strain on families’ already tight budgets, making raising awareness of free summer meals sites across the nation extremely critical. That’s why we’re grateful for the continued support from GroundTruth media to help us promote our summer meals text service, so families know where to find healthy meals for their kids. This year’s expansion of the meal finder resources allowed us to reach more immigrant and Latino families via WhatsApp, a popular messaging app trusted by the community.
Jonny Yaollen
Associate Director, Digital Marketing - Resource, Development and GrowthShare Our Strength
