Increasing awareness and collaboration
Kraft Foods Foundation (now Mondelez International) had a long history of support for year-round youth health and well-being programs in Chicago, its hometown. For nearly 10 years, a companywide program, Kraft Great Kids, worked with more than half a dozen program partners for activities that ranged from free family museum admissions to library story hours. While many local families took advantage of these programs, the foundation wanted to increase audience awareness of the full scope of Kraft Great Kids. They hired Marj Halperin to develop a public relations initiative that would both raise the profile of the program and generate more collaboration between grantees.