Feeding America (formerly America’s Second Harvest) – the largest hunger-fighting charity in the US – has joined forces with Netflix, the world’s largest online movie rental service, to create a new charity initiative with the help of Anne Hathaway, Jessica Alba, Ben Affleck and Scarlett Johansson.
The four celebrities have each created artworks for the new campaign that will adorn Netflix gift subscriptions this Christmas. The pictures will also appear on limited-edition Netflix Holiday Gift Boxes – red, velvet-lined commemorative showcases 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.
“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 launch the campaign, Anne Hathaway visited the St Aloysius School in Harlem yesterday, December 15, to help prepare healthy snacks 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.
“It would not be possible for us to feed over 25 million people each year without generous corporations such as Netflix,” said Vicki Escarra, president and CEO of Feeding America. “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.”