World Hunger Relief
Goal: Mobilize our customers, associates, franchisees and their families to alleviate hunger through awareness, volunteerism and fundraising.
As we approached our 10th anniversary in 2007, we decided to align our system around a global crisis that we were well positioned to address–hunger relief. Yum! and our brands had a longstanding commitment to hunger relief in the U.S. through our Harvest program, contributing on average $50 million worth of prepared meals to 3,000 hunger relief agencies across the country each year and now with nearly one billion people in the world facing hunger and malnutrition, we had an opportunity to create a global movement to address the world’s most solvable problem.
In October 2007, our associates, franchisees and suppliers in more than 100 countries joined forces to bring awareness and action to this global crisis as we launched World Hunger Relief (WHR)–an annual initiative leveraging the power of our global restaurant system to address hunger through awareness, volunteerism and fundraising.
This global movement is now the world's largest private sector hunger relief effort in history benefiting the United Nations World Food Programme (WFP). WFP is the world's largest humanitarian agency fighting hunger worldwide, feeding on average more than 90 million people in over 70 countries each year.
The movement is primarily focused on engaging our associates, franchisees and consumers in our over 40,000 restaurants around the globe to end world hunger by contributing money to help feed beneficiaries of the WFP. Through the use of restaurant point of purchase materials, broadcast, print and online advertising and public service announcements featuring our global spokesperson and WFP ambassador, Christina Aguilera, the campaign has grown year over year with Yum! being WFP's largest corporate donor and partner.
The money raised for the WFP is given as unrestricted funds to be used for WFP's greatest needs around the globe, allowing WFP the flexibility to get food and resources where they are most needed. As a part of our commitment to ensuring 100% of the consumer and associate funds donated are used by WFP for feeding people and the related programs, the Yum! Foundation contributes $2 million annually to help the WFP manage the expenses associated with our global campaign.
In 2013, Christina Aguilera received the first ever Muhammad Ali Humanitarian of the Year Award for her work to end global hunger in her role as global spokesperson for Yum! Brands World Hunger Relief and as an “Ambassador Against Hunger” for the United Nations World Food Programme.
For the past seven years the World Hunger Relief campaign has leveraged the power of more than 40,000 restaurants around the world, sparking a global movement to end hunger and generating an overwhelming outpouring of support from millions of customers, employees, franchisees and their families. To date, the World Hunger Relief movement has delivered:
More than 4 billion worldwide impressions in 2013. Approximate value of nearly $60 million annually in public service announcements, advertising, public relations, web-based communications and in-restaurant promotional materials.
Yum! has donated the following to WFP and other hunger relief agencies:
|2013:||$37 million||148 million|
|2012:||$33 million||132 million|
|2011:||$30 million||120 million|
|2010:||$24.5 million||98 million|
|2009:||$22.5 million||90 million|
|2008:||$20 million||80 million|
|2007:||$16 million||64 million|
Total Raised: $185 million/Nearly 740 million meals/45 Countries benefiting from WHR
In seven years of WHR, the impact of the program has been astounding, providing nearly 740 million meals to WFP operations in countries of greatest needs with an emphasis on School Feeding programs. Funds raised by our teams also support emergency operations and mother-child health and nutrition programs. In total, WHR support has provided much-needed food for millions of beneficiaries in more than 45 countries. Scroll over the map below to see countries that have received funding for meals since 2007*.
*On average $0.25 provides one meal.
Countries receiving funding and food as a result of the World Hunger Relief campaign
- WHR Named Finalist for Cause Marketing Halo Award – Yum! Brands and The World Food Programme are one of four to advance in the best message-focused campaign category, recognizing businesses that use its resources to share a cause's message
- Honorable Mention for World Hunger Relief in the PSA category – PR News' Platinum PR Awards salute the year's most outstanding communications initiatives and programs in the highly competitive and dynamic PR arena
- Honorable Mention for World Hunger Relief in the Public Affairs category – PR News’ Platinum PR Awards salute the year’s most outstanding communications initiatives and programs in the highly competitive and dynamic PR arena
- IABC Gold Quill Awards– The IABC Gold Quill awards are an international symbol of excellence in strategic communication that recognizes smart thinking, flawless execution and proven results. World Hunger Relief received a Merit award in the Corporate Social Responsibility category
- League of American Communications Professionals Magellan awards: #8 in Top 50 2012 Communication Campaign; Gold Award for Excellence
- PR News CSR Awards – Honorable Mention for Cause Branding Campaign, World Hunger Relief
- SABRE Awards – Gold Finalist, Food Service category for World Hunger Relief
- The World Food Program USA and the U.S. Department of State - honored David Novak and Christina Aguilera with the George McGovern Leadership Award WFP’s top humanitarian award
- League of American Communications Professionals Magellan awards: Silver Award for Corporate/Organizational Communications category; #28 in Top 50 2011 Communication Campaign (out of 375 entries).
- PRSA Landmarks of Excellence Awards – Merit Award: Overall Communication Program; Award of Excellence: News Media/Video-Internal Video; Merit Award: News Media/Video; Merit Award: News Media/Video-Image, Promotional Marketing.
- PRSA Skyline Awards – 2011 PRSA Chicago Skyline, Award of Excellence, External PR: World Hunger Relief
- SABRE Awards – Gold nomination, External PR Corporate Social Responsibility category
- American Chamber of Commerce Stars of Africa Award; Gold Award for Add Hope
- League of Communications Professionals - Winner - Magellan Awards for Community Relations: Most Creative Campaign; #9 in Top 50 2010 Communication Campaign (out of 379 entries); Gold Award for Excellence
- United Nations World Food Programme - Partner of the Year
- PR Week - Winner - Cause-Related Campaign of the Year
- PR News' Nonprofit PR Awards - Finalist for Nonprofit/Corporate category
- PR Week Awards - Winner for Cause-Related Campaign of the Year
- Hermes Creative Awards - Platinum Winner
- PRSA Skyline Awards - Merit Award for the Category Events & Observances, More than 7 Days
- PRSA Bronze Anvil Award of Commendation - Winner for Digital Press Kits Category
- PR News CSR - Honorable mention, "Overall Leader in CSR Practices: Corporation with more than 25,000 employees"
- IABC Gold Quill - Merit Award in Business Communication Category
- PR News CSR - Finalist in the Media Relations Category
- IPRA 2008 Golden World Awards - Winner, Corporate Social Responsibility Category
- SABRE Awards - Gold Winner, Business and Society, Corporate Social Responsibility Category
- PRSA Skyline Awards - Skyline Award Winner, Public Service/Partnerships
WHR Around The World
Our teams around the globe are hard at work building brands with purpose. World Hunger Relief is an initiative that unites our system around a common cause. The success of the movement is centered around the way our teams take it and make it their own—from uniquely branded campaigns like Pizza Hut U.S.’s Share a Slice of Hope or KFC South Africa’s Add Hope to days of giving, team member car washes and other team member led activities to raise awareness and funds to help solve hunger.
Read below to learn about some of the branded campaigns around the world or click here to see some of our teams in action.
Pizza Hut U.S. – Share a Slice of Hope
Launched in 2011, Share a Slice of Hope encourages consumers and Pizza Hut employees nationwide to help others through the company’s three philanthropic pillars: children’s literacy, World Hunger Relief and community involvement. It is a movement across Pizza Hut’s U.S. restaurants that positions America's largest pizza chain as a leader in the fight against the global hunger epidemic.
During the 2013 World Hunger Relief campaign, Pizza Hut focused on three main programs to boost donations. The first was the “Power of Plus More” which was an effort to create campaign elements that humanized the individual's donation. The main theme of the “Power of Plus More” was donating $1 is an amazing start to making a difference. The second was raising awareness of World Hunger Relief with national and local incentives – specifically through a partnership with Hulu, which included offering a free two week Hulu Plus subscription to every customer who donated $3 or more to WHR when they placed an order. The third was bringing the campaign to life at the restaurant level by creating an emotional connection to the cause with customers and team members. Pizza Hut’s BOOK IT! reading incentive program is also part of the “Share a Slice of Hope” movement. To date, more than 14 million students have participated in the BOOK IT! program and they are invited to raise funds for World Hunger Relief through local reading challenges.
KFC U.S. – Recipe for Hope
Colonel Harland Sanders' secret recipe to a well-lived life included giving back to the community and helping those in need. KFC U.S. honors the Colonel's legacy by raising money to feed the hungry through its in-restaurant Recipe for Hope fundraising campaign.
In 2013, KFC continued the Colonel’s commitment to philanthropy by auctioning off memorabilia to help provide hunger relief worldwide. The auction is part of KFC’s Recipe for Hope campaign which raises awareness, volunteerism and funds to support Yum!’s World Hunger Relief efforts.
Interesting items collected by Colonel Sanders during his illustrious career were auctioned online during October 2013. The memorabilia auctioned included a Senate proclamation awarded to the Colonel on his 90th birthday, an invitation to a 1979 White House reception from President Jimmy Carter, the Colonel’s personal Boy Scout plaque, a key to the city of St. Louis and a rare 1960s Colonel Sanders weathervane. Proceeds from the sale of the items benefited Feeding America, the nation’s leading hunger relief organization, as well as the World Food Programme (WFP).
KFC South Africa – Add Hope
In 2013, during World Hunger Relief month, KFC South Africa gave up their most valuable asset for the thing they value most, hungry children. 100 stores across the country had the iconic Colonel logo replaced with the smiling faces of children. These boys and girls represented all of the children who benefit from the Add Hope donations that customers continue to make in-store 365 days of the year.
The “Faces of Hope” campaign was an extension of the “Journey of Hope” campaign that Riaan Manser completed in October 2012, which won a Bronze Cannes Lion and raised R12 million ($1.3 million USD). The 2013 campaign closed the loop for customers across the country by showing them their money is helping hungry children and there is a face behind their donation. Add Hope has raised the most amount of money to date in one year due to this campaign and the support of the KFC System. A total of R46 million ($5 million USD) was raised and will continue to help the 40,000 children Add Hope supports year-round.
LATIN AMERICA & CARRIBEAN
The El Salvador Pizza Hut team promoted its third annual ‘Move with Me’ WHR campaign by hosting the Puch Marathon to support the activities of the project ‘Nourishing El Salvador’ for the World Food Programme (WFP). The project seeks to fight and prevent child malnutrition in the poorest and most vulnerable municipalities of the country. Additionally, more than 4,000 children and their families joined in the marathon. The WFP team showed their support by participating in the marathon as well as explaining to the show participants how the projects WFP implements in El Salvador help to promote the country’s food and nutrition security.
Yum! China partnered with the China Foundation for Poverty Alleviation (CFA) and the World Food Programme to launch the China World Hunger Relief campaign in 2008. This program aims to provide nutrition enhancement for needy children in China's most poverty stricken mountainous regions.
To date, the Yum! China team has raised nearly $14.5 million USD, providing 45 million meals to more than 80,000 children in China. In 2013, China’s World Hunger Relief campaign kicked off at the China National Stadium and combined social media and public relations outreach tactics including the country's most popular social media channels, Weibo and WeChat. China’s social media push achieved breakthrough results, accumulating more than 12,000 WeChat followers, more than twice the number of an average "successful" campaign. Additionally, 17 markets across the country supported the campaign with public relations events and activities.
The Yum! India team demonstrates their huge heart and commitment to feeding the hungry through in-restaurant fundraising and creatively engaging division leaders and restaurant support center staff. In support of World Hunger Relief 2013, Yum! India and Bollywood actor/celebrity Sharman Joshi joined forces to fight hunger at a "Hunger to Hope Kitchen" event held in a New Delhi KFC restaurant. Proceeds from the restaurant's sales for the day were donated to World Hunger Relief agencies. Additionally, Joshi joined Yum! associates at the Smile Foundation, a well-known non-governmental organization, where they enjoyed a youth dance performance. The Smile Foundation runs a nutrition program that benefits more than 300,000 underprivileged children on the subcontinent. Customers across India are very supportive of the cause and have helped raise nearly $1.4 million USD. Funds raised through this team’s World Hunger Relief efforts benefit the World Food Programme and other feeding programs across India to provide nutritious meals to school children.