It is estimated that more than 11 million children live with food insecurity in their homes. When schools closed due to COVID-19, some students lost access to the free meals they rely on at school. No Kid Hungry joined forces with long-time partner GroundTruth to raise awareness of free meal assistance options within the New York City area. As one of the most hard-hit cities during the pandemic in the U.S., this campaign aimed to reach families most impacted during this time and connect them to resources available within their local communities.
Real Business Results
Throughout the month-long campaign, 11.5K visits to meal distribution sites were driven by GroundTruth media.
Click-Through Rates for all audience targeting were well above benchmark, with highest rates from African-American and Spanish speaking segments, 0.66% and 0.64% respectively. Visitation rates among the various audience segments were between 1.09%-1.55% highlighting the effectiveness these informative ads had in connecting community members with free meal sites closest to them.
Across all markets, audiences ages 25-34 showed the highest and most consistent visitation to partnering schools, likely due to the higher risk for older age groups to be in public areas. This campaign proved successful in swiftly reaching families most at-risk and providing them with a safe and free resource during a health crisis.
By the numbers
Visits driven to meal pick-up zones throughout the month-long campaign by GroundTruth media
Unique users reached
