Meal Exchange and MuchMusic launch new television PSA

(Toronto – April) Meal Exchange today launched their first PSA, which was created by National Media Sponsor MuchMusic to raise awareness about hunger in Canada.

The 30-second spot – “Appetite for Action” – was produced pro bono by MuchMusic and will air prominently on MuchMusic free of charge.

The PSA focuses on a young woman who, while having a lovely meal with a group of friends, tells us that hunger and food inaccessibility is an issue for millions of Canadians – the irony being that the problems and solutions are often right in front of us, but we're too blind to see it. The spot ends with the message: "Hunger is the problem, and you are the solution" and encourages viewers to go to mealexchange.com, where they can find out how to get involved.

“MuchMusic is a great champion to help Meal Exchange in our mission of engaging youth to address hunger in local communities,” said Dave Kranenburg, Executive Director. “We’re grateful to have MuchMusic as a partner to help us connect with youth and youth leaders from across the country.”

“Meal Exchange is doing a fantastic job of providing youth with opportunities to get involved in their communities,” said David Kines, Vice President, Music and Youth Services, CHUM Television. “We’re proud to be the first broadcaster to support Meal Exchange in this way.”

Recognized by Strategy magazine as 2005’s 'Brand of the Year,’ MuchMusic is an integral part of today's pop culture landscape – delivering fans an unparalleled music television experience since August 31, 1984. In 2006 alone, MuchMusic donated over $1.8 million in airtime for PSAs, and over $1 million in cash donations and in-kind support to youth-relevant charitable initiatives through scholarships, sponsorships, and other forms of assistance. Additionally, MuchMusic’s on-air personalities make countless public appearances in aid of not-for-profit organizations. MuchMusic also produces media education programming that explores media messages and addresses social issues from a youth perspective. Recent examples include MuchTalks: AIDS, Much Talks: Body Image, and Musicians in the War Zone (in association with War Child Canada).

Meal Exchange (www.mealexchange.com) is a national student-founded, student-driven, registered charity that helps young Canadians realize their potential to improve the future of their communities by providing them with meaningful opportunities to reduce hunger today. Meal Exchange offers students in a national network of 40 universities and colleges, three fun, simple and creative programmes including Trick or Eat, Skip-A-Meal, and Clear the Shelves! Meal Exchange supports new ideas initiated by youth through our Social Incubator, which includes two new youth-led projects: Portraits of Hunger and The Student Food Network.