The Safeway Foundation and the Entertainment Industry Foundation (EIF) have announced they have raised more than $4.5 million in support of Hunger Is, a joint charitable initiative designed to raise awareness and funds to fight childhood hunger in America. The campaign kicked off in April with a month-long in-store fundraiser in more than 1,300 Safeway stores across the U.S. Additional funds were generated through online donations at HungerIs.org. The year-round campaign encourages individuals and communities to get involved in solving this widespread problem that too often goes unnoticed and, according to the USDA, affects one in five children in America. Concurrent with the launch of Hunger Is, public service announcements appeared on television, in print, online, and out-of-home media featuring Academy Award-nominated actress Viola Davis, who shared her compelling story about growing up hungry. “I am so thrilled at the incredible success of this important initiative. Millions of children go to bed hungry every night and it’s time we all take action to end this nationwide problem,” Davis shared. She went on to say, “I’m looking forward to the continued momentum of this meaningful campaign as this is just the beginning.”

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