3 Course Meal (PRNewsFoto/DW Turner)

ALBUQUERQUE, N.M., April 17 /PRNewswire/ -- When Wiley Coyote goes hungry in cartoon land, it's because Roadrunner has won again. But in the real world, Roadrunner Food Bank wins when nobody goes hungry.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080417/LATH545-a)
(Photo: http://www.newscom.com/cgi-bin/prnh/20080417/LATH545-b)

In that spirit, strategic communications firm DW Turner partnered with New Mexico's Roadrunner Food Bank to highlight the tragedy of hunger in New Mexico and what people can do about it.

Square Meal(PRNewsFoto/DW Turner)

"Our partners at Comcast, ClearChannel and Halflife Digital have truly gone above and beyond," said Doug Turner, CEO and President of DW Turner. "Together we were able to create a strong campaign supporting the critical work of Roadrunner Food Bank and I am very happy we could make it happen."

Using the tag line, "Hunger has a cure. It's called Eating," DW Turner launched a comprehensive awareness campaign April 15 encouraging people to take action to help end hunger in New Mexico.

"DW Turner began developing the campaign, pro-bono, last summer after they came to us with an offer to help," said Melody Wattenbarger, executive director of Roadrunner Food Bank. "This partnership provided an incredible opportunity to apply top-notch advertising creativity to a difficult message. We agreed from the start that the message should not shy away from the harsh reality of who is hungry."

DW Turner garnered the services of the most-talented people available to work on the campaign with little or no costs passed on to Roadrunner itself.

Jeff Bridges provided the voiceovers, Halflife Digital came through with filming, lighting, editing, lenses, sound and even the music score. More than a dozen volunteers gave their time as models and actors. Local companies offered their sites as film locations. Comcast Cable volunteered more than 300 TV spots to air the five public service announcements between now and July and several local network affiliates plan to run the PSAs throughout the year.

In addition to all of the broadcast support, ClearChannel Outdoor donated a year's worth of billboard space for the 10 board designs and plans are in the work through PNM, New Mexico's gas and electric company, to include the campaign messaging in statements throughout the state.

"I think DW Turner has created something that will have a huge impact, not just in Albuquerque, but beyond," said Wattenbarger.

Like the cartoon Roadrunner, the Roadrunner Food Bank campaign has the legs to really travel. Roadrunner is offering use of the campaign to other food banks around the state, and even around the country. "This campaign is really about hunger, not just Roadrunner Food Bank," said Wattenbarger. "We would be thrilled if other hunger-relief agencies put their logos on the ads and found partners to run them in their areas like we have here in Albuquerque."

To learn about the campaign, and the many people who made it possible, please go to StickaForkInHunger.com.

DW Turner

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