Two classes in the IMC program at Northwestern University in Evanston and in Chicago IL. have accepted a challenge by the management of YUM! Brands to plan the second year program of a hunger prevention week. Last year the company generated 1.5 billion impressions of awareness on the hunger issue around the globe (98 countries). Because of the commitment, dedication scale, they were asked by the UN to "give a voice to hunger and starvation" around the world. The company has clearly developed a program that is not intended to sell product but simply to "save lives". Sad but important statistics such as a child dies of hunger every 5 seconds around the world motivated the top management and over 1 million employees, family and friends of employees of YUM! (including KFC, Pizza Hut, Taco Bell, Long John Silver, A&W) to join in a volunteer, awareness and donation effort. Inaddition to the $50 million in prepared food donated to the poor and hungery each year; the effort raised an additional $16 million . Additional milllions of dollars in volunteer hours (where employees were paid by the company) contributed to the overall effort. We will conduct research, compare their effort to best practices of reputation programs by companies and not-for-profit organizations, prepare a plan and recommend actions for the company's leader of the effort - Jonathan Blum (Chief Public Affairs Officer). The final work will be done by experienced, educated and trained IMC students by the end of May. While we have had other clients of importance; we have not had a client where our contribution might be considered to driectly save lives! at this scale (with a company with 1 million employees).
Last year we worked on a similar projectd for Aidmatrix. com. We have also had projects for CocaCola, Rhapsody, Harley Davidson, Jeep, Chrysler, Mayer Brown Rowe and Maw (law firm) and other
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