Local television broadcaster Sinclair, Inc. and the national non-profit Feeding America have launched a new fundraising and awareness campaign aimed at combating childhood hunger during the summer months when school meal programs are unavailable.
The initiative, called “Sinclair Cares: Summer Hunger Relief,” seeks to support children and families who rely on free and reduced-price school meals during the academic year but may face food insecurity when schools close for summer break, the company said in an announcement.
More than 21 million children rely on free school meals during the year, but those meals become non-existent during the summer months when most schools are on break, Feeding America noted. The national campaign with Sinclair is intended to help local food banks meet increased demands during school breaks, so children are able to have nutritious, healthy meals.
Sinclair said donations made through the campaign will support Feeding America-affiliated food banks in the donor’s local community. Contributions will be directed based on the ZIP code associated with a donor’s credit card.
Every $1 donated helps provide at least 10 meals secured by Feeding America on behalf of local partner food banks, the broadcaster noted.
“With one in five kids facing hunger in America, this initiative is crucial in addressing the food insecurity that many children face during the summer months when school is not in session,” said Rob Weisbord, the Chief Operating Officer and President of Local Media at Sinclair.
Weisbord continued: “At Sinclair, our mission is rooted in enriching local lives, and caring for people is one of our core principles. Through our partnership with Feeding America and the reach of our local stations, we are able to raise awareness, inspire action, and help provide meals to children and families in the communities we serve.”
The campaign launched June 10 with a $25,000 contribution from Sinclair and will include fundraising efforts, public service announcements and special programming across the company’s television stations and multicast networks.
As part of the initiative, Sinclair and Feeding America are producing content focused on summer hunger and local efforts to address food insecurity. The campaign will culminate in a 30-minute special hosted by The National News Desk anchor Angela Brown.
The program will feature interviews with Feeding America network partners and highlight programs designed to help children remain nourished while school is out of session. The special is scheduled to air on Sinclair television stations June 27 and June 28, with an extended version available on station websites beginning June 26.
Sinclair will also support the campaign through public service announcements on its owned-and-operated television stations as well as its multicast networks Comet, Charge, The Nest and Roar. A company-wide day of giving is planned for June 25.
Linda Nageotte, the President and Chief Operating Officer of Feeding America, said the campaign will help provide families with reliable access to food during the summer.
“Together with Sinclair and its generous viewers, we can help kids get consistent access to summer meals and summer fun,” Nageotte said in a statement. “Every donation strengthens the support kids and their families can count on, keeping them fed and free during the summer.”
To learn more about the campaign or to make a tax-deductible donation, click or tap here.
