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Qorvis Communications is working with nonprofit Food Rescue Hero on its push to distribute surplus food in cities where people are hungry.
Launched in Pittsburgh a year ago, FRH uses an app that supermarkets and wholesalers can use to distribute unsold food to community groups and soup kitchens.
In Pittsburgh, the app was downloaded by more than 9K people, which allowed 1,700 volunteers to rescue five million pounds of food to feed those in need.
FRH founder/CEO Leah Lizarondo estimates that 40 percent of food in the US goes to waste. "Surplus food at retail and wholesale grocers is an extraordinary opportunity to radically change the way we approach hunger and measurably impact one of our most wicked problems," said Lizarondo in a statement.
Qorvis will promote FRH's program as it expands into Cleveland, Philadelphia and San Francisco as part of its "20 Cities by 2020" campaign.
Publicis Groupe owns Qorvis.
Continuing a trend that began last year, purpose-driven messaging is falling out of favor among communications pros working in our politically polarized environment, with many now also anticipating fewer future corporate investments in DEI, sustainability and other CSR initiatives.
Most Americans believe companies should remain neutral on political and social issues, but new findings suggest that a growing number now think it's appropriate for brands to make political statements and to take a similar stand on racial-justice issues.
Support for corporate social responsibility initiatives among public relations professionals has declined consistently each year for the past three years, according to the latest USC Global Communications Report.
True purpose-driven marketing isn’t about a one-off campaign. It’s about embedding values into the core of business operations. It's ensuring that marketing reflects genuine actions. It’s thoughtfully executed, authentic storytelling.
