Scarlett Johansson along with Anne Hathaway, Ben Affleck and Jessica Alba will join forces with Netflix and Feeding America to Combat Hunger This Holiday Season. The stars will create original holiday themed artwork for use in Netflix Holiday Gift Program with proceeds going to feeding America for Hunger Relief.
Extending a partnership forged during last year’s holiday season, Netflix, Inc. the world’s largest online movie rental service, and Feeding America (formerly America’s Second Harvest), the nation’s largest hunger-relief organization, are joining forces on a holiday initiative that will raise awareness of and funds to combat the worsening hunger crisis in America.
The two organizations have created a unique campaign and have enlisted the support of Anne Hathaway, Scarlett Johansson, Ben Affleck and Jessica Alba, who are also committed to the fight against hunger. Each has created holiday-themed artwork that will adorn Netflix gift subscriptions this holiday season, proceeds from which will be donated to Feeding America.
In addition, and in an effort to attract the most fortunate, each actor’s work will be featured in a limited-edition Netflix Holiday Gift Box, a red, velvet-lined commemorative showcase featuring an individually signed and numbered print and a lifetime membership to Netflix. Only 100 boxes have been produced and will be gratefully given, until the supply is exhausted, to those making a $5,000 donation to Feeding America at http://www.netflix.com/holidaygiftbox. One hundred percent of the $5,000 donation will go to Feeding America and is equivalent to providing 80,000 meals to those in need this holiday season. The commemorative boxes are only available until December 29.
With rising food costs and the unstable economic climate, millions of households are increasingly becoming food insecure and turning to food banks to help feed their families, and a recent New York Times report concluded that “The shrinking economy is straining efforts by food banks to feed the hungry.”
“Netflix is honored to continue to support the efforts of Feeding America by finding innovative ways to raise the profile of the significant issue of hunger in America,” said Leslie Kilgore, chief marketing officer for Netflix. “Through our joint efforts, we hope to provide help to many individuals and families in need this holiday season, as well as throughout the year.”
To help kick off the campaign, Anne Hathaway will unveil the program’s artwork on December 15 at the Renaissance Cafe at St. Aloysius School in Harlem. Last year, Netflix joined forces with Feeding America and stars Teri Hatcher, Kevin Bacon, Adrian Grenier, Tyler Perry and Morgan Freeman, who volunteered at food banks across the nation. This year’s event aims to showcase the direct beneficiaries of food bank donations to provide deeper insight into what it takes to feed America. Ms. Hathaway will prepare a healthy snack with 25 school-age children as part of Feeding America’s Kids Cafe program, which provides free meals and snacks to low-income children through a variety of community locations, such as after-school programs, churches and public schools. In the 2008 fiscal year, 130 Feeding America Members coordinated more than 1,700 Kids Cafe sites in 42 states and the District of Columbia. These sites served over 12 million meals and snacks to hungry children.
Vicki Escarra, president and CEO of Feeding America, said, “It would not be possible for us to feed over 25 million people each year without generous corporations such as Netflix. As millions of Americans turn to Feeding America and its network of food banks for food assistance this holiday season, we couldn’t be more grateful for their incredible support.”
According to a recent report by the U.S. Department of Agriculture, 36.2 million Americans lived in food-insecure households in 2007, a two percent increase from the prior year. With increasing regularity, Feeding America’s network of member food banks are serving working parents struggling to make ends meet, children who need food on weekends when school lunch programs are closed, and the elderly, who must often choose between groceries and medical care. Food banks across the nation are also witnessing a jump in requests by newcomers, many of whom have been impacted by the dramatic economic downturn.
About Netflix, Inc.
Netflix, Inc. is the world’s largest online movie rental service, with more than eight million subscribers. For one low monthly price, Netflix members can get DVDs delivered to their homes and can instantly watch movies and TV episodes streamed to their TVs, PCs and Macs, all in unlimited amounts. Members can choose from over 100,000 DVD titles and a growing library of more than 12,000 choices that can be watched instantly. There are never any due dates or late fees. DVDs are delivered free to members by first class mail, with a postage-paid return envelope, from 55 distribution centers. More than 95 percent of Netflix members live in areas that generally receive shipments in one business day. Netflix is also partnering with leading consumer electronics companies to offer a range of devices that can instantly stream movies and TV episodes to members’ TVs from Netflix. For more information, visit http://www.netflix.com/.
About Feeding America
This holiday season is going to be especially hard for the millions of families affected by the instability of the American economy and food banks across the country are already reporting a 15-20% jump in the number of people seeking assistance. Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation’s leading domestic hunger-relief charity, the Feeding America network supplies food to more than 25 million Americans each year, including 9 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks operate 63,000 agencies that address hunger in all of its forms. For more information on Feeding America, please visit http://www.feedingamerica.org or call