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Food Bank For New York City Launches “Go Orange,” a Campaign to Raise Awareness of Hunger in New York City

For Immediate Release
September 3, 2013

Empire State Building to Light Orange; Corporations, retailers, volunteers mobilize;Celebrities lend their voice and image to new ad campaign proclaiming
“Hunger Is Not Welcome Here”

Hunger Crisis Looms for NYC: 1 in 3 New Yorkers Struggles to Afford Food, Congress Poised to Cut Billions from Food Stamps Program


September 3, 2013…New York, NY – Food Bank For New York City, the city’s major hunger relief organization and the country’s largest food bank, today announced the launch of its annual month-long “Go Orange” campaign during September’s Hunger Action Month. The goal of the campaign is to raise awareness and support for the 1.5 million New Yorkers who rely on Food Bank and its citywide network of charities.

The multi-pronged effort uses orange, the color of hunger awareness, to rally and mobilize corporations, restaurants, supermarkets, retailers, volunteers, celebrities, and the public to fight hunger in NYC.  The campaign kicks off on September 3rd with a Closing Bell Ceremony at NASDAQ MarketSite, followed on September 4th by a Go Orange lighting ceremony at the city’s iconic landmark, the Empire State Building (the actual Tower will be lit orange at dusk).  In the evening, Food Bank will be on the field at Yankee Stadium to accept a check from the NY Yankees to support Food Bank’s ongoing work to end hunger in New York City.  Times Square will also be awash in orange for the entire month of September when Reuters and NASDAQ feature Food Bank on their digital jumbotron displays.

“The national anti-hunger safety net is under the greatest threat seen in Food Bank For New York City’s 30-year history.   Right now, close to three million New Yorkers are struggling to put food on the table, which is why we are calling upon all New Yorkers to Go Orange,” said Margarette Purvis, President and CEO of Food Bank For New York City.  “For us, Going Orange also includes New Yorkers being aware that Congress is considering  billions in cuts to food stamps, at a time when the need is so high. It’s unconscionable! Hunger is real.  It touches all of us. And we need to do something about it, now!”

Joining Food Bank in an effort to do something about it is a group of diehard New Yorkers who have declared, “The City is my home. Hunger is not welcome here!”  Millions of New Yorkers will see their faces in Food Bank’s new ad campaign featuring Academy Award and Grammy Award winners, renowned chefs, models and professional athletes – 26 high profile Go Orange ambassadors  – who have made  “Go Orange” a priority, including Mario Batali, Susan Sarandon, Kevin Bacon, John Leguizamo, and Selita Ebanks. Each celeb was photographed in front of classic New York City locations by renowned photographer Melanie Dunea. The ads will be featured across the city in subways, phone kiosks, Times Square jumbotrons, and print and online publications.  They will also be featured in the windows of Henri Bendel’s  Fifth  Avenue flagship location.

Food Bank will also hold dozens of “Go Orange” events across New York City throughout the month of September, where New Yorkers can volunteer, donate, and get active to fight hunger in their communities. Corporations, business and other groups can do their part by working in teams to participate in Food Bank’s online Virtual Food Drive.  Volunteers can repack food at Food Bank’s warehouse and/or serve meals at one of the hundreds of food assistance sites throughout the five boroughs, enabling Food Bank to save resources and help more people in need.  “Go Orange” actions can be found in map form at

In recent months, Food Bank has launched several innovative new campaigns – including a partnership with Toyota to increase efficiency at food pantries, a collaboration with the makers of Cronuts to donate proceeds from sales of the buzzed-about pastry,  Change One Thing, an “anti-ice cream truck” delivering healthy snacks to kids this summer, and a “Lost Meals” campaign to mobilize New Yorkers to call on Congress to restore the cuts to food stamps and protect the local economy. 


About Food Bank For New York City

Food Bank For New York City recognizes 30 years as the city’s major hunger-relief organization working to end food poverty throughout the five boroughs.  As the city’s hub for integrated food poverty assistance, Food Bank tackles the hunger issue on three fronts — food distribution, income support and nutrition education — all strategically guided by its research. Through its network of community-based member programs citywide, Food Bank helps provide 400,000 free meals a day for New Yorkers in need. Food Bank’s hands-on nutrition education program in the public schools reaches thousands of children, teens and adults. Income support services including food stamps, free tax assistance for the working poor and the Earned Income Tax Credit put millions of dollars back in the pockets of low-income New Yorkers, helping them to achieve greater dignity and independence. Learn how you can help at

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