Action Against Hunger

Action Against Hunger (AAH) is an international NGO with aid workers in over 40 countries. Their mission is to prevent childhood death from malnutrition, but they are now also combating COVID-19 in the world’s most vulnerable communities. In partnership with the Purpose Collaborative, we spend a lot of time “story mining” with their experts – asking about the latest news on the ground to determine angles to share with reporters. For example, we identified an opportunity related to the unintended consequences of the Hajj cancellation, when normally nearly 2 million people visit Islam’s holiest site in Mecca, Saudi Arabia. This is when livestock breeders in Somalia count on selling millions of cows, camels, sheep and goats to feed all of the travelers – but not this year. We created a compelling pitch letter and pitched targeted reporters, garnering high-profile coverage in The Washington Post, Bloomberg, Yahoo Finance, Microsoft News, Quartz Africa, Agence France-Presse (AFP), Yahoo News, International Business Times; and a thought leadership piece that we helped write and place in Foreign Policy Magazine, bylined to AAH Somalia Country Director, Ahmed Khalif. Other stories that we conceptualized and pitched on behalf of AAH resulted in stories in CNBC, Reuters, New York Times, Washington Post, Fast Company and Real Leaders.