The Ad Council has teamed up with charity Feeding America and Facebook Creative Shop to raise awareness of U.S. children facing hunger in the summer by way of an ice-cream truck.
For millions of children, summer vacation means the beginning of a hungry season when many lose access to schools meals. The initiative aims to educate people about this by sending a symbol of summer—the ice cream truck—on a nine-day journey across the country.
The truck won't serve ice cream, but it will serve as a mobile billboard travelling on a coast-to-coast mission to encourage families to join the fight against hunger. As it set off yesterday from Times Square in NYC, Viacom featured it on its two digital billboards at 44th and 45th Streets. As the truck drives from coast-to-coast, it'll pass by food banks in five cities (Cleveland, Chicago, St. Louis, Denver and Las Vegas) before ending in L.A. In every city on the route, it will broadcast on Facebook Live with the local food bank.