Case Study

No Kid Hungry: Sharing Support on Social

Stepping up in a time of crisis to offer help and hope.

Objective

As the COVID-19 pandemic swept across the United States, Share Our Strength’s No Kid Hungry campaign rose to national attention as their mission to end childhood hunger became more urgent than ever. The impression level for their social media channels increased from millions to billions in just a few weeks. 24 hours a day, 7 days a week, they saw an increase in mentions across social media, with people asking how to get involved and an overwhelming increase in mentions and engagements from influential social users. No Kid Hungry wanted to ensure that everyone who wanted to learn more about their work and get involved had access to accurate information while doubling down on their “Culture of Gratitude,” thanking every donor, or Hunger Hero, during this time.

Strategy

Just three days after receiving the No Kid Hungry team’s call for support on their social efforts, Situation’s content team implemented a comprehensive community engagement schedule across Facebook, Twitter, and Instagram. 

Some of the key engagement points that anchored our strategy included:

  • Highlighting and amplifying key campaigns, including: the celebrity-led #SaveWithStories campaign, April’s TrillerFest of virtual concerts, Pepsi’s #GiveMealsGiveHope partnership, and the #AllInChallenge.
  • Amplifying conversations of support online related to both service workers and the campaign in general.
  • Providing information in response to queries about how to get support and find service locations. 
  • Staying up to date and accurately relaying new information about new policies and programs as they were introduced (both internally at No Kid Hungry and through national programs).
  • Correcting misconceptions about No Kid Hungry, broader misconceptions around related programs like SNAP, and hunger in America in relation to this particular moment that is defined by coronavirus and school closures.

Results

While this work is ongoing, one of the most immediate, measurable results is that after a swift onboarding period, the No Kid Hungry team received 80 additional hours of social media monitoring and engagement support per week during some of the most critical weeks of the pandemic. During this time, our team has, through thousands of interactions, provided critical information, encouragement, and support to those looking to give to No Kid Hungry and those who are in urgent need of its services (see sample interactions below). As the crisis endures for longer than anyone in our country had originally anticipated, we are proud to maintain record-level engagement across these channels as the need for information and community doesn’t appear to be decreasing any time soon.

Screenshot of a tweet from No Kid Hungry that reads Thank you so much for helping get the word out. Together we can make sure kids are getting the meals they need during this crucial time! Below it is a reply to the tweet that reads You are very welcome! EVERY child is important and needs to eat regularly 365 days a year!
Screenshot of a tweet from No Kid Hungry that reads Hello. We don’t provide food or funds directly, but our support does go to community programs nationwide. We’d recommend you check out your local food bank or school district; they may have emergency measures in place that could help. Included in the tweet is a link to a page on feedingamerica.org with more information. Below it is a reply that reads Thank you for responding back to me!!!
Screenshot of a Facebook comment that reads Aren’t the schools confusing to provide breakfast and lunch? Below it is a reply from No Kid Hungry that reads Many community groups have been able to step up and help in such incredible ways! We’re working hard to ensure as many communities as possible have access to resources to do the same. We have received thousands of grant requests from school districts, food banks and community groups from all across the nation in need of additional resources to feed hungry kids in their communities. The need is there, and we’re here to meet it. Learn more about a handful of these school districts and other groups here with a link to a page on the No Kid Hungry website titled How Your Donations Help Kids Affected by Coronavirus.
Screenshot of a private social media conversation. The first message reads Thank you for the support. Below it is a reply that reads Of course!! Thank you for all that you do!!
Screenshot of a private social media conversation. The first message reads We are giving away free meals tomorrow in Culver City, California to anyone in need - no questions asked - and fundraising Culver City’s PTA Backpacks for Kids Program. Would love if you could reshare or give us any tips on how to spread the word. Truck emoji. Green heart emoji. Apple emoji. Carrot emoji. Plant emoji. Thanks for all that you do! With a link to the website for the Culver City Backpacks for Kids program. Below it is a reply that reads That’s wonderful, thank you for letting us know! You can contact TeamNKH@strength.org for more information. Thank you so much for being Hunger Heroes!
Screenshot of a comment on the No Kid Hungry Facebook page that reads Please help… Below it is a reply from No Kid Hungry that reads Thank you so much for reaching out. We recommend contacting your local school district, food banks and community groups to see what services they’re offering to local families. You can find your local food bank here with a link to a page on the Feeding America website titled Find Your Local Food Bank.