On Friday, July 25th, WRAL coordinated more than just a MEDIAthon to raise money for IFFS, they started a movement. The week began with the airing of A Place at the Table on Monday, followed by the documentary, Hungry for Answers on Thursday. Friday provided numerous live shots and interviews with staff, interns, and community members to demonstrate ways that IFFS provides sustainable solutions to the problem of hunger in NC – Nutrition Education being one those solutions.
Television ratings show the topic (Hunger in NC) is one of high interest in the market. Each of the four specials was either No. 1 or No. 2 in the time period. Combined, the programs, along with the MEDIAthon, reached nearly 1 million Raleigh-Durham TV households.
The hashtag #HungerFreeNC trended among the top 20 topics in Raleigh for almost a week. It trended No. 1 for 14 hours during and after “A Place At the Table” documentary. For nearly six hours during the MEDIAthon, the topic generated four of the top five most discussed topics in the market.
Using statistics from Simply Measured, the hashtag was tweeted more than 3,200 times by nearly 1,000 unique accounts. It averaged 2.6 million daily impressions, reaching more than 26 million potential impressions over the 10-day run of the campaign. The station used Tagboard to aggregate the hashtag across multiple social media networks and integrated that social element into live television coverage.
“Hungry for Answers” is a half-hour documentary that looks at the issue of food insecurity and hunger in North Carolina. It profiles someone who has struggled with the issue, examines some of its causes and explores possible solutions.
We provided some online resources for people that called in, looking for ways to prepare healthy meals at home on a budget. These resources are available here, and under the resource page on this blog.