2008, the second year that Magna Carta led the KFC World Hunger Relief (WHR) campaign provided unique opportunities to motivate South Africans to fight hunger.
CSI campaigns remain an ongoing challenge in the South African environment. Media and consumers have become cynical, particularly when it looks like a corporate is trying to cash in on its own ‘good-heartedness’. However, this campaign achieved a substantial return on investment, not only in monetary terms but also as a tangible return for the recipients of the campaign.

KFC SA, through its Hunger to Hope Trust, briefed Magna Carta (MC) for the second consecutive year to formulate and implement an awareness campaign and call to action around its CSI initiative, World Hunger Relief (global Yum CSI initiative to drive global awareness through traditional and nontraditional media focusing on the global issue of hunger).

To view the case study, click on the PDF attachment below.