Feeding America teamed up with the Ad Council and Facebook Creative Shop to send an ice cream truck across the country to raise awareness of summertime childhood hunger
Summertime for kids is celebratory. Vacation from school means more time for popsicles, hot dogs and other summer treats—but not for all. Twenty-two million children receive free or reduced-price meals through the National School Lunch Program during the school year, but in the summer that number drops to fewer than 4 million.
Feeding America went on a mission to highlight this 18 million-child gap.
“Very few people have any real awareness of how many kids go hungry every summer,” says Catherine Davis, chief marketing and communications officer at Feeding America. The nonprofit partnered with the Ad Council, with help from Facebook Creative Shop, to create a mobile awareness campaign in the summer of 2017.