Cone ponies up a further $50 million for next big wave ofConAgra Foods PSAs

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

year.



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

billboards.



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.



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