WAYZATA, MN: Zero-calorie sweetener Truvia is using new social media initiatives in its three-year-old CSR program dedicated to fighting childhood hunger in Bolivia.
Truvia, which is developed and sold by Cargill, kicked off the Sharing a Sweet Future $1 million campaign last October in partnership with the United Nations World Food Program. To continue to build buzz for the CSR effort and get more consumers involved, the brand and PR and social media agency partner RF|Binder will focus on social media efforts throughout the rest of the year.
On December 3, the agency will leverage #GivingTuesday, a social media effort that debuted last year on the Tuesday after Thanksgiving as a way to get consumers and companies to donate to charitable causes.
Atalanta Rafferty, executive MD at RF|Binder, said the firm will use #GivingTuesday as a way to recreate buzz and raise awareness of the Bolivia program among consumers. The agency, with a team of six staffers on the campaign, will post content and data from infographics, as well as photos from Bolivia, on Truvia's Twitter, Facebook, Google+, and Instagram platforms.
RF|Binder, which has handled PR for Truvia since the brand's creation in 2007, was awarded its social media work in June.
Last year, Truvia began the campaign with a soft launch. It now wants to “gradually amp it up this year,” explained Matthew Jacobs, international business development manager at Truvia.
He said the brand's call to action for consumers is to share the campaign's social and digital content and learn about daily problems in Bolivia. In addition to raising awareness of the initiative among Truvia customers, Rafferty said a goal is to get the message out about the brand's values.
Last week, Truvia launched a social media effort, unveiling a series of videos about the hardships faced by Bolivian communities for World Hunger Day on October 16.
“The ultimate goal with our three-year involvement is to plant some seeds to really make these communities more sustainable in the future,” said Jacobs. He added that the brand wants to establish a source of food stability in communities in Bolivia, rather than just contributing meals.
So far, funds raised by the program have helped to feed nearly 35,000 Bolivian school children twice a day. The initiative also helped to train 500 school employees on how to build fuel-efficient stoves, resulting in 68 stoves.
The plan for the next year is for Truvia to feed 40,000 school children in Bolivia and help build 70 additional stoves through September 2014.