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December 28, 2017

United Nations World Food Programme

BACKGROUND

Changing Our World was retained by the United Nations World Food Programme (WFP) to help develop a strategic corporate partnership program and manage multi-million dollar, multi-year global corporate partnerships with U.S.-based corporations.

CHALLENGE

Changing Our World secured relationships with companies including Bristol Myers-Squibb, Pfizer, and Heinz, and deepened existing relationships with Citigroup, Cargill, and PepsiCo, to name a few. A highlight of the engagement was the design, launch and management of an unprecedented world hunger relief campaign in partnership with Yum! Brands that involved all of the corporation’s brands worldwide and 35,000 restaurants in over 100 countries.

SOLUTION

The campaign raised more than $15 million in cash and in-kind donations in its first year through tactics such as point-of-purchase fundraising; employee and supplier giving campaigns; global media, advertising, public relations, web content, and public service announcements; and in-store promos. Changing Our World provided counsel on partnership alignment positioning between WFP and Yum! Brands and coached WFP through the execution of the campaign; facilitated the resolution of issues around organizational differences between the involved parties; created a backlash anticipation and response plan for both parties; developed plans for engaging employees at a local and global level; and helped to navigate the global fundraising landscape, positioning for success based on culturally acceptable fundraising practices and ensuring compliance with local laws and policies governing fundraising.

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