Since the beginning of the pandemic, food insecurity has doubled in general and tripled for households with children in Iowa. “The generosity of our viewers demonstrates the power of local broadcasters to help meet the critical needs in their communities,” said Brian Sather, KCCI’s general manager.
KCCI, Hearst’s CBS affiliate in Des Moines, Iowa, helped launch the Food Bank of Iowa’s Hunger Free Holidays campaign with a virtual telethon that raised more than $435,000 on Dec. 1.
These donations will provide more than 1.7 million meals for hungry Iowans.
COVID-19 is having a dramatic impact on family budgets in Iowa. Since the beginning of the pandemic, food insecurity has doubled in general and tripled for households with children.
KCCI launched the month-long Hunger Free Holidays fundraiser with an all-day telethon on Giving Tuesday, Dec. 1.
KCCI harnessed the full complement of its broadcast and digital properties to raise awareness. The campaign consisted of on-air and digital public service announcements, newscast coverage, coverage on KCCI.com, and social media posts.
Viewers gave online, over the phone and through text messages.
“Not knowing where to find a meal is awful any day of the year, but it is particularly tough during the holidays,” said Michelle Book, CEO of Food Bank of Iowa.
“This year is especially harsh, with high unemployment and thousands facing the fear of scarcity and hunger for the first time.”
KCCI’s viewers have demonstrated their generosity before. The telethon for Hunger Free Holidays was KCCI’s fourth this year. Together these outreach efforts have raised more than $1.1 million.
“The generosity of our viewers, and the results from just the first 24 hours, demonstrates the power of local broadcasters to help meet the critical needs in their communities,” said Brian Sather, KCCI’s general manager.
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