- Press Kit
- Media Outreach
CARE Marks Anniversary with Revealing Survey
When the humanitarian agency CARE USA wanted to commemorate the 70th anniversary of the original shipments of CARE Packages to European refugees post-WWII, they turned to Wilks Communications Group. Our team recommended that CARE commission an online Harris Poll to spark a national media conversation about the origins of CARE and its iconic packages.
The poll revealed that just 13 percent of Americans today are aware of the origins of the term CARE Package, despite the fact that most Americans use the term freely. WCG targeted a broad range of national and international print and broadcast media, including food, consumer and human interest reporters focusing on history. The campaign generated more than 812 million impressions, including top-tier media such as TIME Magazine and NPR’s The Salt. The campaign also significantly elevated awareness of CARE’s contemporary mission of saving lives, defeating poverty and achieving social justice.