Using the Power of Pork to Fight Childhood Hunger

Thousands of volunteers recruited.

More than $130,000 raised to fight hunger.


The Challenge

North Carolina has one of the worst childhood hunger epidemics in the country, affecting more than one out of five children in the state. And most North Carolinians aren’t even aware of the problem.

The Strategy

In 2011, the North Carolina Pork Council committed itself to fighting childhood hunger statewide. Partnering with Eckel & Vaughan for its campaign communications, and also with seven Feeding America food banks across the state, the N.C. Pork Council created The Food Effect, an online network designed to educate, involve, and unite North Carolinians in the fight.

Using a simple, effective website and companion social networks to raise awareness about this epidemic, the campaign enabled residents to make a difference.

The Outcome

The impact has been phenomenal. In its first year, The Food Effect campaign made more than 300,000 people aware of the epidemic and referred more than 2,000 volunteers to the food banks. It also generated nearly $32,000 in donations and helped two food banks secure close to $100,000 through online contests.

Eckel & Vaughan skillfully utilized social media, traditional media, video, online advertising, and even the 'Pork Chop Shop' at the State Fair to raise awareness about this critical issue and motivate North Carolinians to get involved.
- Deborah Johnson CEO, N.C. Pork Council

The Food Effect