Submitted by: Shareena Patel 14/12/2015
The international food brand Kellog's wanted to build integrity and trust and so launched its biggest CSR initiative to date, with its 'Give a Child a Breakfast' Campaign. The campaign was a call to arms against child poverty, with the aim of donating two million breakfasts to less fortunate children in the UK.
Central to the campaign was a muli-media partnership with Trinity Mirror, including newspapers such as the Mirror, the Manchester Evening and the Daily Record. In each newspaper there was a mix of advertorial and editorial content, raising awarness of child poverty then getting reafers to actively participate in the cause by helping out with local breakfast clubs.