ConAgra Child Hunger Ends Here 2016
Project Brief
April 8, 2016
Content Requirements
 Publish 1 blog post and 3-4 social media posts between April 14-21
o Social media posts can promote the April 19 Twitter party and drive traffic to your blog
post, once it’s published
o Twitter party Vite link to come on April 12
 Co-host a one-hour Twitter party on April 19 at 2 p.m. ET
 Publish an additional 3-4 additional social media posts in late April/early May
o The Motherhood to advise on specific timing and content based on the progress of the
Child Hunger Ends Here campaign
Hashtag: #ChildHungerEndsHere
General Content Guidance
The Motherhood recommended you and ConAgra selected you to participate so you can share your
authentic stories about what child hunger in America means to you and how you are joining the fight
with their family. Your posts should be positive, encouraging and empowering, and inspire other moms
and families to get involved in the fight against child hunger in small, but impactful ways in their own
communities.
Brand Integration
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ConAgra would like the Child Hunger Ends Here messaging to be heavily integrated, while still
keeping the post authentic and true to you.
Content Priorities
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Drive Kid President video views and shares (more information below)
Share photos and stories of your family volunteering, creating teachable moments you’re your
families, etc.
Encourage your readers to take action in the fight against child hunger by giving or volunteering
at a local food bank and inspiring their readers to take action
Encourage your readers to enter a code at childhungerendshere.com as a simple action (and
directing your readers to the site to learn more about the issue)
Key Messaging
FOR REFERENCE ONLY – NOT FOR DISTRIBUTION
1 | ©The Motherhood 2016
www.themotherhood.com
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More than one in five children and more than one in four Latino children1 in the U.S. may not
know where their next meal is coming from. That’s more than 15 million children!
People living in all 50 states are affected by food insecurity, and kids are more at risk than the
general population in almost every county in the United States2.
ConAgra has partnered with presidential “hopeful” Robby Novak, aka Kid President, to bring
child hunger to America’s forefront.
Kid President has declared 2016 the Year of the Kid and as part of his campaign, he’s released a
video addressing child hunger in America.
Simply view or share this video [link to come on April 14] using #childhungerendshere to help
raise awareness for child hunger.
For each of these actions, ConAgra will donate the monetary equivalent of one meal to Feeding
America, up to 100,000 meals3.
To learn more about the issue of child hunger and ways to get involved, visit
www.childhungerendshere.com and click on the “How You Can Help” tab.
Look for the red push pin on specially marked packages of ConAgra’s food, like Marie
Callender’s® and Hunt’s®, at your favorite retailer or in your pantry, and enter the code at
www.childhungerendshere.com.
Most Important Call to Action for your Readers: View or share this video from Kid President using the
hashtag #childhungerendshere to help raise awareness for child hunger. For each of these actions,
ConAgra will donate the monetary equivalent of one meal to Feeding America, up to 100,000 meals.
Important Links
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Kid President video link: The Motherhood to provide link on April 14
Vite link: The Motherhood to provide link on April 12
http://www.childhungerendshere.com/
Facebook: www.facebook.com/ConAgraFoods
Twitter: www.twitter.com/ConAgraFoods
Instagram: www.instagram.com/conagrafoods
Content Watch-Outs
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Please do not mention or depict any competitor brands to ConAgra products (i.e. JIF, Cool
Whip, Jack Links, Muir Glen Tomatoes, etc.)
Please do not mention or depict any competitor hunger campaigns (i.e. No Kid Hungry, General
Mills Outnumber Hunger, Kellogg’s Share Breakfast, etc.)
1 USDA Household Food Security in the U.S. 2013, (Sept. 2014)
2 Feeding America Map the Meal Gap 2014 (April 2014); analysis based on USDA ERS Household Food Security in the U.S. in 2012 report
3 For every view or share of this Kid President video recorded between now and May 9, 2016, ConAgra will donate .09 cents, the cost for
Feeding America® to provide one meal through its network of local food banks. Maximum donation of 100,000 meals ($9,000). Valid in U.S.
only.
FOR REFERENCE ONLY – NOT FOR DISTRIBUTION
2 | ©The Motherhood 2016
www.themotherhood.com
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Please avoid copying and pasting of key messaging
Disclosure
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In accordance with FTC guidelines, please ensure your blog post and all social media posts
include an appropriate disclosure statement.
Sample blog post disclosure: “This post is brought to you by Child Hunger Ends Here and The
Motherhood. All opinions are my own.”
Social media posts can include “ad” or “sponsored” (a hashtag is not required).
Reporting Content
Please report all blog and social media content using this form:
https://docs.google.com/forms/d/1p4UAerzCDxuo6X8GHJoPgtDc2rb0xT47k-YcF_vAqCE/viewform
Your Fellow Bloggers
Annie, http://mamadweeb.com
Anne, http://www.upstateramblings.com
Brenda, http://www.thesmallthings89.com
Debra, https://www.afrugalfriend.net
HiLesha, http://www.tothemotherhood.com
Jennifer, http://doubledutymommy.com
Jileen, http://www.socalfieldtrips.com
Kasandria, http://www.southernbellaswaystosave.com
Laura, http://foodfunfamily.com
Lisa, http://ohboyohboyohboy.com
Mellisa, http://momluck.com
Nicole, http://www.prettyopinionated.com
Nicole, http://www.momalwaysfindsout.com
Scarlet, http://familyfocusblog.com
Stefanie, http://www.mommymusings.com
Tiffany, http://dailyleisure.com
FOR REFERENCE ONLY – NOT FOR DISTRIBUTION
3 | ©The Motherhood 2016
www.themotherhood.com