No Kid Hungry
No Kid Hungry found that promoting their text message service over multiple channels increased usage of the free summer meals locator by 800%.
How do you inform parents about a text message service to help them find free summer meals for their children?
Share Our Strength’s No Kid Hungry program aims to end childhood hunger in America by investing in smart solutions to feed children daily where they live, learn, and play.
As part of the Summer Meals program, No Kid Hungry created a text message service for parents so that they can text in to find the nearest locations offering free summer meals. However, they knew that the program would only be successful if parents knew about the text message service. No Kid Hungry needed to find a way to market its mobile campaign so that more families could access the information they needed on the go.
Use multiple channels to promote the text message service to connect more families to nearby summer meals sites
No Kid Hungry decided to use several existing promotional channels to market the text message service, including social media posts, pamphlets, posters, and radio ads. Every piece of promotional material included their mobile call-to-action: Text “FreeFood” or “Food” to 877-877.
Here’s a sample radio PSA featuring Jeff Bridges that aired in Santa Barbara, California:
By using a variety of promotional channels, No Kid Hungry increased the likelihood that families across the country would learn about the Summer Meals program and use the text message service to find local summer meals sites.
States that used more than one promotional channel saw 800% more usage of the text message service
When more than one channel was used to promote the mobile call to action, No Kid Hungry saw a 800% increase in the usage of its text message service compared to states that only promoted the campaign through one channel.
“Promoting our text to find a summer meals site program in multiple channels has been the key to its success and growth,” said Jason Wilson, Associate Director of Digital Communications at Share Our Strength. “As families begin summer vacation, they listen to the radio, surf the web, and watch television. Putting our message out in all of those channels means that more families saw it – and took action.”
In 2013, over 48,000 text messages were received from families across the country trying to locate nearby summer meals sites. In addition, over 3,400 people called the National Hunger Hotline, where users were directed if no information was available for the location they texted in.
Following the success of the program in 2013, Share Our Strength will be partnering with the USDA to expand the program in 2014.