Nourish AmericaFood Day 2011: Nourish San Diego Lunch ProjectCreated By: Jessica ThorntonOctober 25, 2011Jessica Thornton ...
Table of ContentsConcept!                                                                            2   Overview         ...
ConceptThe evolution of the Nourish San Diego Lunch ProjectOVERVIEWThe Nourish San Diego Lunch project mission is to deliv...
Clubs, Feed the Children, Native American programs, YMCA and YWCA, City Park and   Recreation Departments, hospital outrea...
Food Day 2011The first annual Food Day took place on October 24th, 2011 throughout the United States. Fromthe official web...
Nourish SD Lunch Project: P1Preparation for October 24th (in less than a week’s time)KEY ACTIONSThis section will outline ...
Awareness Card included in Lunches:   Nourish SD- brought to you by Nourish America In 2010, 48.8 million Americans lived ...
We’re asking for donations for healthy lunches. Do you have any produce, deli meat, breads orwater that you’d like to cont...
Nourish SD Lunch Project: P2Feeding Occupy San Diego on October 24th, 2011SUMMARYOn October 24th, 2011 around 12:30 pm I w...
A Variety of ResponsesI chose to use Occupy San Diego as my platform for Food Day because the public there is alreadysuppo...
• The body    • Food• Food costs• Ideas for inexpensive recipies- school lunches• Meal planning, grocery shopping,• Food S...
Least barriers to entry to accept funds and currently driving all online fundraising efforts    through http://www.razoo.c...
Contact InformationJESSICA THORNTONPhone: 908-268-6403Email: jessica.lee.thornton@gmail.comTwitter: @mymessyjesseFacebook:...
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San Diego Lunch Project for Nourish America: Food Day 2011

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Write up of volunteer project with Nourish America where I went down to Occupy San Diego to feed the protesters and raise awareness about hunger and food insecurity in America

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San Diego Lunch Project for Nourish America: Food Day 2011

  1. 1. Nourish AmericaFood Day 2011: Nourish San Diego Lunch ProjectCreated By: Jessica ThorntonOctober 25, 2011Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 1
  2. 2. Table of ContentsConcept! 2 Overview 2 Nourish America 2 Food Day 2011 4 Nourish San Diego Lunch Project 4Nourish SD Lunch Project: P1! 5 Key Actions 5 Materials For Awareness 5 Materials for Lunches 6Nourish SD Lunch Project: P2! 8 SUMMARY 8 A Variety of Responses 8 Food Stamps: Possible Research Project/Case Study 8 Conclusion 10Contact Information! 12 Jessica Thornton 12Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 1
  3. 3. ConceptThe evolution of the Nourish San Diego Lunch ProjectOVERVIEWThe Nourish San Diego Lunch project mission is to deliver hundreds of nutritious and cost-sensitive lunches to the general public in celebration of National Food Day and to help raiseawareness about hunger and food insecurity in the United States. All of the content and resultingconversations are directed towards Nourish America and their fundraising campaign.Nourish AmericaNourish America is a non-profit located in Ojai, California and working with publics all through-out the country. I started working with them via “micro”-volunteering on http://sparked.com.After getting emotionally invested in the idea, I decided that my do-good actions should benefitthis amazing organization. I am in no way affiliated with Nourish America other than through acasual, verbal relationship. All of my support is 100% voluntary of my own free will.Their purpose, as stated on http://nourishamerica.com “Nourish America is committed to provide the daily essential nutrition that impoverished American children, families, pregnant moms, and seniors and others in need require to live productive, successful lives. We do this by providing them nutrient rich foods and products such as vitamin supplements and nourishing foods (including naturals and organics). Our distribution network includes thousands of volunteers and staff who work at hundreds of Nourish America partner organi- zations and agencies serving those in need across all 50 states. Nourish America partners include public schools, churches, Head Start, Healthy Start and WIC programs, homeless and battered women shelters, public health departments, medical clinics, the American Red Cross, Volunteers of America, Salvation Army, Boys and Girls’Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 2
  4. 4. Clubs, Feed the Children, Native American programs, YMCA and YWCA, City Park and Recreation Departments, hospital outreach programs, National Guard units, area Councils on Aging, public health departments, medical and nursing school community outreach pro- grams, and many other community and faith-based organizations.”Nourish America Current Fundraising Campaign (as of October 2011) $10 Feeds ONE HUNDRED - $100K Feeds ONE MILLION Got FOOD? Sixteen MILLION Families are going hungry. That’s a big problem. Living in hunger undermines their health, well-being and their ability to better their lives.  Helping is EASY. Give to Nourish America today. Only $1 Feeds TEN. $10 Feeds ONE HUNDRED! For the price of a movie ticket, you can feed 100 Americans in need.  Please give. We won’t stop until we reach $100K and give away a million servings! Donate and enlist 10 friends to follow…All donations provide foods high in nutrition like protein bars, meal replacement drinks, multivi- tamins as well as natural and organic foods for children, seniors, veterans and families in need, right here in America. Feed. Nourish. Empower.Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 3
  5. 5. Food Day 2011The first annual Food Day took place on October 24th, 2011 throughout the United States. Fromthe official website http://foodday.org I obtained this information: The day is sponsored by the Center for Science in the Public Interest, the nonprofit watchdog group that has led successful fights for food labeling, better nutrition, and safer food since 1971. Like CSPI, Food Day will be people-powered and does not accept funding from govern- ment or corporations—though restaurants, supermarkets, and others are certainly encour- aged to observe Food Day in their own ways.Different groups and organizations are hosting events throughout several cities in the country torecognize Food Day and the issues it intends to address about food safety, hunger, regulationson mass production of food, and much more.I chose this day to execute the awareness campaign on hunger in order to leverage the “buzz”already going on surrounding promotion of health through food. There will be several key pub-lics throughout the city already conscious and aware of Food on this day, and my marketing strat-egy is to bring awareness to hunger in America, Nourish America, the role that they play and so-lutions they provide, and how to donate to their current fundraising campaign.Nourish San Diego Lunch ProjectI thought that I would spend a day providing food to the general public and raising awareness ofhunger and Nourish America’s fundraising efforts. My original plan was to deliver lunches tosupporters of food day as well as to protesters in San Diego participating in this branch of “Oc-cupy Wall Street.” The vision and goal are to get as much of the food donated if possible.I am not making a concentrated effort on collecting donations for the Nourish America projectwhile in the field, rather we will provide materials that direct users to an online platform to do-nate to their current campaign.Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 4
  6. 6. Nourish SD Lunch Project: P1Preparation for October 24th (in less than a week’s time)KEY ACTIONSThis section will outline the Key Elements of this project, the reasoning and logic behind them,and the necessary actions to take to implement these elementsMaterials For AwarenessMy idea was to ensure that every lunch that is distributed includes messaging that• raises awareness of hunger as a problem in America,• Introduces Nourish America as a Solution,• and includes a call to action that drives recipients to connect online.KEY STRATEGY: Track impact through immediate results of online community building (Twit-ter, Facebook) and residual increased sphere as a result of content created from this project.Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 5
  7. 7. Awareness Card included in Lunches: Nourish SD- brought to you by Nourish America In 2010, 48.8 million Americans lived in food insecure households- this is more than 14% of American house- holds…. In California, 15.9% of households are food inse- cure Nourish America Will not stop until they raise funds to feed 1 million Americans in need! $10 feeds 100… and just $1 feeds 10! Connect with us and PLEASE donate to Nourish America http://facebook.com/nourishamerica @nourishamerica Who am I? Jessica Thornton. Social Good Pioneer @my- messyjesseMaterials for LunchesI ended up using all materials that I had in my own home to make about 30 lunches. I made TunaSalad and Turkey sandwiches with spinach on whole wheat bread. I spent a little of my own cashon a fresh loaf of bread and plastic bags to put the sandwiches in. I also handed out fresh apples.In total, I had enough supplies in house to make 30 sandwiches and distributed all of them!If this were to be replicated with a team or group of volunteers, the combined effort would allowfor making MORE lunches, in which case volunteers should request donations from local grocerystoresScript for Requesting Donations:Hi I,m Jessica Thornton, I live here in San Diego. Monday is National Food Day, And Ill be go-ing around the city delivering lunches at different food day events and raising awareness abouthunger issues and food insecurity in America. As I do this, I want to demonstrate just how simpleit is to actually feed someone.This also ties in with the kick off of a campaign by nourish america- where they are trying to feeda million people. They’ll do this when they raise $100,000 in increments of $10. Getting out infront of people will raise general awareness about nourish america and this fundraising cam-paign.Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 6
  8. 8. We’re asking for donations for healthy lunches. Do you have any produce, deli meat, breads orwater that you’d like to contribute to the cause?In return, we’ll promote your endorsement on our website, through our social media coverageand marketing and in all the lunches to local San Diegans- This will be great exposure for you aswell!Considerations when asking for Donations:• Some of the grocery stores needed the Nourish America Tax ID #• Ask for small donations of nutrient-rich foods like • Bag of apples or oranges, Grapes, Bananas • Sliced Deli Meat • Whole Wheat Bread • Produce thats close to turning- Tomatoes, Cucumbers (for veggie sandwiches) • Beans: make a spread/paste for sandwiches • Air popped popcornJessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 7
  9. 9. Nourish SD Lunch Project: P2Feeding Occupy San Diego on October 24th, 2011SUMMARYOn October 24th, 2011 around 12:30 pm I went down to the Civic Center in San Diego, where theoccupy San Diego movement was taking place, with about 3o lunches and my flip camera.My main objective today was to raise awareness about hunger in America and also gauge the cur-rent level of awareness with regard to hunger in America among my community members here inSan Diego, CA.Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 8
  10. 10. A Variety of ResponsesI chose to use Occupy San Diego as my platform for Food Day because the public there is alreadysupposedly tuned into America’s issues and proud to be an activist, and this is of course they typeof people we are looking for to donate and get involved with Nourish America. While many weresupportive of the cause and grateful for the food, few were aware of the hunger issues facingAmerica.In my many conversations with the Occupiers, spectators and volunteers I learned that based onthe general lack of awareness of food insecurity and hunger, Nourish America should focus heav-ily on reporting on hunger data, and perhaps even gathering data on hunger and nutrition to ana-lyze and publish.Food Stamps: Possible Research Project/Case StudyOne interviewee, Anita Simons, discussed the negative social implications of “being on foodstamps,” and suggested that people in need were too embarrassed to apply for that type of sup-port.Understanding this perspective is important and Nourish America can leverage this attitude in itspublic relations campaign efforts. By carefully educating all publics on why proper nutrition iscritical to both mental and physical health, you are positively influencing people to recognizeaccess to necessary food as a human right.Using expertise on subjects surrounding Nourish America provides your publics with value anddemonstrates authority in the space you are trying to influence. These are both very important tobuilding community online and offline.Below are some GENERAL subjects you can expand and take in several different directions forcontent you create online that will educate and inform your community.• Hunger• Food deserts• Food insecurity• Nutrition EducationJessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 9
  11. 11. • The body • Food• Food costs• Ideas for inexpensive recipies- school lunches• Meal planning, grocery shopping,• Food Stamps: educate the general public (battle down stigma)• Food Pantries• Mobile Food PantriesTIP: A great way to learn more about these areas yourself is to subscribe to blogs using GoogleReader. You can find great new resources for information on these subjects by searching Twit-ter, and by setting Google Alerts - which will send you an email any time new info appears onlinewith the search term for which you set the “Alert”ConclusionThe San Diego lunch project successfully created videos which can be used for powerful messag-ing via social channels. Additionally, it can be easily duplicated as a simple volunteer campaign.In my initial conversations with Mary about Nourish America, we discussed the steps for her cur-rent fundrasing campaign loosely as:1. Identify huger and poor nutrition as a problem (awareness) (Suggestions as outlined above)2. Show Nourish America as a solution This includes publicity on the actual operations of the organization including number of peo- ple fed, funds raised, etc, as well as through providing value to your publics through educa- tional material that shows expertise and therefore commands authority.3. Call To Action: Donate FundsJessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 10
  12. 12. Least barriers to entry to accept funds and currently driving all online fundraising efforts through http://www.razoo.com/story/Nourishamerica I’d also consider a mobile strategy for collecting funds so that as more in-person, street level events are scheduled fundraising is possible. This can include use of the Square App or thr Razoo App through an iPhone or iPad.In considering scheduling multiple lunch projects, you might also use an event scheduling toolonline to promote your efforts, such as Plancast.comNourish America should develop a system to track influence using the built in analytics tools withthe networks such as Faceobok Insights, Twitter analytics on Hootsuite, and YouTube videoanalytics as new key messages are crafted for this fundraising campaign and others.Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 11
  13. 13. Contact InformationJESSICA THORNTONPhone: 908-268-6403Email: jessica.lee.thornton@gmail.comTwitter: @mymessyjesseFacebook: http://facebook.com/jessica.lee.thorntonLinkedIn: http://linkedin.com/in/jessicathorntonYouTube: http://youtube.com/mymessyjesse (all project videos are hosted here)Google +: http://gplus.to/jessicathorntonBlog and more: http://jessicathornton.posterous.comA Little More about Me: I am passionate for people, technology, food and writing.My academic and professional expertise is centered around Public Relations, Marketing, andJournalism. Specifically, I have worked in Social Media Strategy and Training for over 2 years.I love what I do so much that I cant stay put with just one business, product, or service.Throughout my experience Ive worked with universities, small businesses, non profits, real es-tate professionals, individuals, and international corporations to build and strengthen relation-ships for increased business. My ability to adapt to various client types has fueled both motivationand success.I am particularly passionate about social, economic and environmental sustainability and leverag-ing technology for social good. As an idealist, Id like to provide ALL people with the resourcesTHEY need to survive, including education and tools.Jessica Thornton • email: jessica.lee.thornton@gmail.com• Twitter @mymessyjesse 12

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