National food-bank network Feeding America is running a monthlong multimedia effort branding September as "Spoontember" to raise awareness and spur giving to combat hunger, writes Digiday.
Reminiscent of Movember, the popular men's health campaign that encourages mustache growth in November, Spoontember centers on a social-media drive urging supporters to share selfies with spoons balanced on their noses and call on others to do the same. "The empty spoon symbolizes not always having food and the one in six Americans who face this," said Johanna Vetter, Feeding America's chief marketing officer.
Participants can also "donate" their Twitter and Facebook feeds to a dedicated "thunderclap" page to spread messages about hunger in America. Feeding America developed the campaign for September's Hunger Action Month with the Ad Council and marketing agency 360i.