This program, created for Project Bread—a leading statewide anti-hunger organization in Massachusetts—was recognized with a Super Bell, the highest honor in the marketing and public relations industry in New England.  Notably, it was the nation’s first holiday ornament fundraising campaign, and enjoyed a 25-year lifespan.

Background and Objectives

  • Raise hunger awareness, especially among school children.
  • Raise funds for hungry children and their families during the holidays.

Program Elements

  • Hunger awareness curriculum unit and a “holiday spoon ornament” craft workshop made available to hundreds of elementary schools. Students learn about hunger—its economics, geography, and nutritional consequences—then decorate and contribute a “spoon ornament” as an expression of concern for hungry children and their families.
  • “Spoon ornaments” collected during a major downtown outdoor celebration event. Aprons and other premiums for sale.
  • “Spoon ornaments” then sold throughout the state by a major retail chain at in-store kiosks staffed by employees and volunteers.
  • Funds raised from businesses contributing challenge grants to encourage school children and community groups to make “holiday spoon ornaments.”
  • Media sponsors appeal both for “spoon ornaments” and cash contributions to the campaign.

Impact

  • Over 100,000 “spoon ornaments” collected annually—a new public art form is born!
  • Status as unofficial holiday campaign among state’s elementary schools.
  • Over 500 print publicity “hits” and a half-million dollars of television and radio sponsorship annually.
  • $750,000 in funds raised annually.
  • Note: the campaign’s original principal corporate sponsor was Filene’s Basement, which was succeeded by Jordan’s Furniture.