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Katy Perry and the TV sitcom “Grace & Frankie” streamed events on YouTube also to raise money. The organization helped launch TikTok’s donation sticker, and influencers raised money through livestreaming. Platforms with built-in donation functions.Celebrities going live on Instagram became a trend during the pandemic, so Meals on Wheels went live on the platform with DJ Khaled, Robert Ellis and Tony Gonzalez, who talked up the campaign. People were using social media and digital connections more than ever as a result.People wanted to take action but felt constrained because of social distancing and stay-at-home mandates.People needed to connect in the moment when the pandemic struck.The campaign strategy rested on three primary insights:
2020, attacked this urgent need for funds, ultimately distributing more than $32.5 million through 1,212 grants to 646 Meals on Wheels programs across the country. The COVID-19 Response Fund, launched in April. A July 2020 survey by Meals on Wheels-which supports more than 5,000 community-based programs across the country addressing senior isolation and hunger-found that costs had risen for 97% of local Meals on Wheels programs, mostly because of the need for safety supplies, along with greater demand amid all the uncertainty surrounding COVID. Seniors who depend on local Meals on Wheels programs were hit hard by the COVID-19 pandemic, and so were the programs themselves. Its COVID-19 Response Fund raised millions-and it earned the Grand Prize for Campaign of the Year in PR Daily’s Content Marketing Awards. Meals on Wheels struggles to keep delivering during the pandemicįunds were low, but the need to feed isolated seniors was high. Meals on Wheels America Meals on Wheels America COVID-19 Campaign
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