Food banks across the country are constantly working to innovate and improve their services, and without them, the Feeding America network could never provide for those in need. Each month, we’ll be turning the spotlight onto an individual food bank that is working hard to become even more efficient and effective.

This month, we are featuring The Second Harvest Heartland.

To honor food banks in the Feeding America network that are creatively overcoming challenges to better serve their communities, we created the Innovation Awards. We are proud to introduce the winner the Feed Innovation Award: The Second Harvest Heartland (SHH) in St. Paul, Minnesota.

In partnership with Hunger-Free Minnesota, SHH developed a statewide marketing campaign to generate awareness about how the government can provide food assistance for families in need.

Many seniors and families in need are unaware of the federal resources available to them. To raise awareness and reduce the stigma associated with asking for help, SHH created an advertising campaign that utilized print, radio and bus ads to most effectively reach people facing hunger.

To launch this campaign, SHH partnered with Hunger-Free Minnesota, General Mills, AARP, the Minnesota Department of Human Services, Hunger Solutions and all of the Feeding America food banks in Minnesota. As a result of this effort, thousands of people are now better able to access the food they so desperately need.