New television PSA produced pro bono by MuchMusic
TORONTO, April 3 /CNW/ - Meal Exchange today launched their first PSA,
which was created by National Media Sponsor MuchMusic to raise awareness about
hunger in Canada.
The 30-second spot - "Appetite for Action" - was produced pro bono by
MuchMusic and will air prominently on MuchMusic free of charge.
The PSA focuses on a young woman who, while having a lovely meal with a
group of friends, tells us that hunger and food inaccessibility is an issue
for millions of Canadians - the irony being that the problems and solutions
are often right in front of us, but we're too blind to see it. The spot ends
with the message: "Hunger is the problem, and you are the solution" and
encourages viewers to go to mealexchange.com, where they can find out how to
"MuchMusic is a great champion to help Meal Exchange in our mission of
engaging youth to address hunger in local communities," said Dave Kranenburg,
Executive Director. "We're grateful to have MuchMusic as a partner to help us
connect with youth and youth leaders from across the country."
"Meal Exchange is doing a fantastic job of providing youth with
opportunities to get involved in their communities," said David Kines, Vice
President, Music and Youth Services, CHUM Television. "We're proud to be the
first broadcaster to support Meal Exchange in this way."
Recognized by Strategy magazine as 2005's 'Brand of the Year,' MuchMusic
is an integral part of today's pop culture landscape - delivering fans an
unparalleled music television experience since August 31, 1984. In 2006 alone,
MuchMusic donated over $1.8 million in airtime for PSAs, and over $1 million
in cash donations and in-kind support to youth-relevant charitable initiatives
through scholarships, sponsorships, and other forms of assistance.
Additionally, MuchMusic's on-air personalities make countless public
appearances in aid of not-for-profit organizations. MuchMusic also produces
media education programming that explores media messages and addresses social
issues from a youth perspective. Recent examples include MuchTalks: AIDS, Much
Talks: Body Image, and Musicians in the War Zone (in association with War
Meal Exchange (www.mealexchange.com) is a national student-founded,
student-driven, registered charity that helps young Canadians realize their
potential to improve the future of their communities by providing them with
meaningful opportunities to reduce hunger today. Meal Exchange offers students
in a national network of 40 universities and colleges, three fun, simple and
creative programmes including Trick or Eat, Skip-A-Meal, and Clear the
Shelves! Meal Exchange supports new ideas initiated by youth through our
Social Incubator, which includes two new youth-led projects: Portraits of
Hunger and The Student Food Network.
For further information:
For further information: and screeners, please contact Scott Campbell,
Senior Publicist, Music & Youth Services, (416) 591-7400 x2794,
firstname.lastname@example.org; Amanda Ono, Communications Director, Meal
Exchange, (416) 657-4489 x3, email@example.com