BOSTON: Taking the next step in the campaign that won the agency
the 2001 PRWeek Community Relations Campaign of the Year award, Cone has
arranged for $50 million in PSAs over the next three years for
ConAgra Foods' campaign against child hunger.
In a sneak preview of Cone's unreleased 2000 Cone-Roper report, CEO
Carol Cone explained that hunger has entered the American consciousness
as the third-most-important issue. Hunger didn't place on the list last
Obtaining the PSAs has taken the agency 18 months from pitch to
production to distribution, but Cone said the pro-bono work of PSA
sponsor Ad Council will bring the reality of child hunger to millions of
people through spots on television, radio, bus shelters and
The PSAs, created by ad agency Bartle Bogle Hegarty and scheduled to
begin in the next four to eight weeks, will carry the message: "Child
hunger, the sooner we learn about it, the sooner we can solve it." The
spots are intended to drive the viewer to action. A Cone-designed Web
site will also tell people how they can donate money, food, or their
time to the cause.
Cone said the first round of PSAs will show gritty situations of
families or children facing hunger.