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 nearly 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 2012, 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 for their considerable contributions to the fight against hunger through our World Hunger Relief effort.
For the past six years the World Hunger Relief campaign has leveraged the power of more than 39,000 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 2012
Approximate value of nearly $50 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:
|2007:||$16 million||64 million|
|2008:||$20 million||80 million|
|2009:||$22.5 million||90 million|
|2010:||$24.5 million||98 million|
|2011:||$30 million||120 million|
|2012:||$33 million||132 million|
Total Raised: $148 million/Nearly 600 million meals
In seven years of WHR, the impact of the program has been astounding providing nearly 600 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
- 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 around the world 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 brand’s World Hunger Relief campaign, Pizza Hut challenges America to “Share a Slice of Hope” through multiple donation channels. Customers who make a donation in-store at their neighborhood restaurants are invited to add a personalized pepperoni to a pizza-shaped sharing board displayed in each participating restaurant. Customers who donate with their order at pizzahut.com can share their donation with friends and followers on social media to create the ultimate Share a Slice of Hope experience. The Pizza Hut team has successfully partnered with companies like Zynga and Hulu to offer exclusive opportunities to those who Share a Slice of Hope.
Pizza Hut’s BOOK IT! reading incentive program is also part of the "Share a Slice of Hope" movement. Students who participate in the BOOK IT! program 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 the Brand’s in-restaurant Recipe for Hope fundraising campaign.
In 2012, KFC U.S. called on fans to "Pass the Bucket" on Facebook to raise awareness and funds for World Hunger Relief. KFC donated $1 to WFP for each of the first 10,000 fans who shared KFC's Recipe for Hope image on their Facebook page.
Recipients of the KFC Colonel’s Scholars scholarship (2012 and prior) are asked to contribute their time and talent to help feed the hungry as part of KFC’s Recipe for Hope.
KFC South Africa – Add Hope
In 2009, KFC South Africa decided to take a creative approach to raising funds for hunger relief by creating a fictitious menu item. KFC South Africa put ‘Hope’ on the menu—literally. Instead of asking customers to donate money, KFC team members ask them to ‘Add Hope’ by buying a side item that costs a mere R2 (approximately $0.25 USD) and is a donation towards feeding a hungry child.
In 2011, after two years and much success driving awareness and establishing credibility, the KFC South Africa team was determined to take the campaign to new heights and they did so with an active demonstration of where the donations actually go. The team created the Wall of Hope, a moving art installation to continue driving awareness and engagement. This thought-provoking interactive piece consisted of 5,500 silhouetted childlike figures. Each figure depicted a happy child with an empty tummy, a tummy that could only be filled with an R2 piece—a physical demonstration that all it takes is an R2 coin to fill a child’s empty stomach. The installation was designed to drive donations but also to act as the centrepiece for the entire 2011 Add Hope campaign.
To continue spreading Hope in 2012, the team partnered with renowned South African adventurer Riaan Manser, who set out on a Journey of Hope cycling the word "hope" across the face of the South African map.
His cycling adventure highlighted the plight of hunger and the positive impact that Add Hope is making on Africa’s children. Manser completed the 4100 KM Journey of Hope in two months raising awareness and engaging others along the way. Consumers joined Manser’s amazing Journey of Hope walking the final 2KM of the journey with Manser which ended at the 2012 Wall of Hope.
The KFC South Africa team raised more than R12 million (nearly $1.3 million USD) in stores throughout 2012 filling many hungry tummies and bringing hope to many hungry children.
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 $11.3 million USD, providing 17.6 million meals to more than 80,000 children in China. A total of 46.5 million consumers have participated in this campaign, making it one of the largest public donation campaigns in China. Yum! China has received several media and government awards recognizing World Hunger Relief as the most successful cause campaign carried out by multinationals.
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. This team always makes fundraising fun leading to high levels of engagement and significant increases year over year in raising awareness and funds to help address the hunger issue.
Customers across India are very supportive of the cause and have helped this team to raise nearly $1.2 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.