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1.All of the following statements about Corporate Social Responsibility (CSR) are true except:
cCRS actions may address ethical, social, or environmental issues.
dAll CSR actions are voluntary.
eCSR actions may involve a partnership between a company and a charity.
2.2018 HALO AWARD BEST SMALL BUSINESS CAMPAIGN-SILVER
Dine out: Grimaldi’s and Share Our Strength
Kids love pizza, and Grimaldi’s Pizzeria, a coal-fired, brick-oven pizzeria with 49 locations in 16 states, loves to serve it to them. But Grimaldi’s realized that 1 in six kids (or 13 million children nationwide) will face hunger in the United States, and it teamed up with No Kid Hungry, to encourage patrons to donate $5 per visit and receive a coupon good for $5 off or $10 to receive a $10 off coupon on their next visit.
The Grimaldi’s 5th Annual Dine Out for No Kid Hungry promotion ran from September 1 through 30th in 2017 at all of the chain’s locations. It was an integral part of the company’s business objective of driving traffic to their restaurants, increasing year-over-year sales, and ensuring that employees connect with their communities and their customers while feeling a sense of pride in being part of the Grimaldi’s team. It was promoted through front door clings and was presented to customers as they received their checks. Emails were sent at the beginning and midway point to Grimaldi’s 450,000-member database asking members to help support No Kid Hungry.
No Kid Hungry develops pioneering cause marketing promotions, effectively fighting hunger on the local level while engaging the public to make ending childhood hunger a national priority. Their cause marketing partnerships with nationally recognized brands help No Kid Hungry shine the spotlight on the crisis and mobilize a powerful movement of individuals committed to bold action. The program engages 15,000 restaurant locations, hundreds of thousands of employees, and millions of diners in the fight to end childhood hunger.
Grimaldi’s employees were educated on the stats of childhood hunger in the cities of each individual store, associates were provided with No Kid Hungry pins and encouraged to wear orange to show their support for No Kid Hungry. There was also a friendly contest between stores to see which could raise the most donations for the cause. (The winner was the Grimaldi’s in Tucson, which raised $21,775 and earned bragging rights and recognition in the company newsletter.)
During the campaign, 8,760 donations were received (an average $13.13 per donation) for a total raised of $115,000. Eric Greenwald, COO of Grimalid’s, is firmly behind the campaign, and told other restaurant industry leaders, “ROI—we talk a lot about that in our industry. I have a simple one for you: the investment in passion, time, and energy in ending childhood hunger here in America. The return is amazing. On average, over the past four years, we’ve seen a seven to 10 percent increase in same-store sales from the Dine-Out promotion.”
The $115,000 donation will allow No Kid Hungry to provide 1,150,000 additional nutritious meals for kids in need—an incredible impact for a brand of only 49 locations.
ANSWER THE FOLLOWING QUESTIONS
1. What was the purpose of Grimaldi’s initiative–what was it trying to accomplish?
2. Classify the purpose of this initiative as either ethical, environment, or social. Justify your response.
3. What did Grimaldi’s do for this initiative?
3.
In 2018, Cartoon Network used the global reach of its networks, its multiple digital platforms and strategic partnerships to advance the causes of kindness, inclusion and empathy. Millions of kids were presented messages and given resources to help them create more positive attitudes and behaviors towards themselves and others.
Cartoon Network partners with kids themselves to address the issues that matter most to them. Bullying has been and remains the top social issue among kids and parents. To address this national concern, Cartoon Network developed Stop Bullying: Speak Up (SBSU), an award-winning, multi-platform pro-social initiative, that addresses bullying among kids. Launched in 2009, the program has reached millions of kids and helped raise national awareness of the issue of bullying.
In consultation with Committee for Children, Cartoon Network focused its efforts around two key findings from the original research:•77% said it would help if there was someone who could give kids ideas about what to do or say in tough situations.•More than eight in ten 9- to 11-year-olds say they have gone out of their way to do something kind for another kid who was having a tough time, and nearly half (46%) say they have done so “many times.”•62% of kids said hearing trusted advice from real kids is most valuable
Based on these findings, Cartoon Network focused on increasing knowledge and shifting attitudes among kids. By giving kids more knowledge and ideas of what to do or say, more kids are empowered to help other kids who are being left out or picked on. It was also critical to demonstrate that caring for others is a norm among kids.
Cartoon Network was given access to over 200 pieces including stories, poetry and comics from 8 chapters across the US. Cartoon Network then animated two stories to air across its network.
Three additional real kid stories were animated in partnership with Committee for Children. These stories featured characters from two of Cartoon Network’s top performing shows, The Amazing World of Gumball and Teen Titans Go! These demonstrated how to behave in situations where bullying can occur most (i.e lunch room) and the value of including others and being supportive in different scenarios.
The videos aired May through September across all Warner Media linear and digital networks, as well as 826 National networks and also extended through December on over 100 companies that chose to run the campaign at no cost to support the initiative.
“Including Someone Can Make A Difference” scored highest on love and relatability. Kids felt all 3 spots clearly communicated the message of kindness and inclusion and all PSA’s scored well overall and succeeded in being relatable and impactful for all genders and ages.
After seeing the spots, half of kids were able to recall Stop Bullying: Speak Up unaided, as well as correctly identify Cartoon Network’s involvement.
1. What was the purpose of Cartoon Network’s initiative–what was it trying to accomplish?
3. What did Cartoon Network do for this initiative?
4.
2020 HALO AWARD BEST CONSUMER DONATION INITIATIVE – SILVER
No Kid Hungry Campaign: Denny’s and Share Our Strength
Denny’s restaurants serve millions of people across the country through its 1,700 restaurants in all 50 states. But thanks to their ongoing partnership with the Share Our Strength No Kid Hungry program, the company also knows that one in seven children in the United States will be hungry. Since 2011, the company has taken pride in partnership with a nonprofit that has a shared mission of feeding children.
To date, Denny’s has raised $9 million for No Kid Hungry, but in 2019, the company rolled out the program with an effort to raise more than ever. It succeeded. Their objectives included raising money but also driving guest traffic to their restaurants and engaging employees.
To kick off the program, No Kid Hungry representatives attended the franchise convention two weeks before the campaign began. Share Our Strength CEO Billy Shore was on hand to personally thank franchise owners and managers who enjoyed a photo booth sponsored by No Kid Hungry at their welcome reception. These efforts throughout the four-day event enabled No Kid Hungry to thank and engage employees at the highest levels of Denny’s –from the C-Suite to the franchisees and key vendors –a few days before the kick-off of their fundraising campaign, which encouraged customers to make a $3 donation and receive $15 worth of coupons for use in Denny’s restaurants. All employees received training about the program, akin to the introduction of a new menu item.
All Denny’s restaurants across the United States (nearly 1,700) participated in the 2019 No Kid Hungry fundraising campaign–raising more than $2 million. The number one fundraising restaurant raised $21,367, and more than 30 restaurants raised over $5,000 in their stores. Additionally, in 2019 nearly 45% of stores raised $1,000 or more for No Kid Hungry, compared to less than 40% in 2017 and only 21% in 2016. These numbers are a testament to the strong alignment between Denny’s and No Kid Hungry, the many years of partnership, and showcase diner’s desire to give to a cause that resonates with them.
Answer the following questions.
1. What was the purpose of Denny’s initiative –what was it trying to accomplish?
3. What did Denny’s do for this initiative?
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Daniel Kevins
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