Edelman to boost profile of national hunger-relief day

CHICAGO: America's Second Harvest, a national hunger-relief organization, has hired Edelman to handle PR duties for its National Hunger Awareness Day, planned for June 3.

CHICAGO: America's Second Harvest, a national hunger-relief organization, has hired Edelman to handle PR duties for its National Hunger Awareness Day, planned for June 3.

Second Harvest has sponsored a hunger awareness day for the past two years, but this will be the first time it uses a PR agency to publicize the event, said Carol Gifford, VP of integrated marketing communications for Second Harvest.

Second Harvest has 216 affiliate groups across the US operating under various names. The group contends this has made it tough to earn national attention.

"We've been searching for a unifying theme," Gifford said.

This year's event will operate under the tagline "One big table," a theme suggested by former New York Times food writer Molly O'Neil, who will also serve as a spokesperson for Second Harvest.

Edelman was selected from among 14 agencies that were contacted about the assignment. The agency will handle media relations for Hunger Awareness Day and seek out media companies interested in partnering with Second Harvest to sponsor and/or publicize the event.

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