American food and beverage company Kraft Foods takes their corporate social responsibility efforts to the realm of social networking by launching a Facebook page named “Kraft Fight Hunger,” a campaign that aims to donate the equivalent of as much as 4 million meals via online and mobile activities, in line with Kraft’s bigger goal of providing 25 million meals to Feeding America.
Facebook users are encouraged to like the Kraft Huddle to Fight Hunger Facebook page and play the “2-Minute Trivia Drill” game experience. Every point earned in a given “2-Minute Trivia Drill” game experience is equivalent to 1 meal donation to Feeding America. As of today, more than ten million donations have been made.
From the Facebook page:
2010 was the first year of Kraft’s three-year commitment to this program and pairs food solutions with the opportunity to tackle a serious social issue, hunger. Kraft Foods donated nearly 21 million meals to Feeding America at the first inaugural Kraft Fight Hunger Bowl Game held January 9, 2011. The 2011 program will run from August 18th 2011 through the December 30th 2011 and offers many ways for consumers to get involved.