What's Happening?
Highmark Health has launched the second year of its '(un)Hungry' campaign, an initiative aimed at addressing food insecurity across its multistate footprint in the U.S. The campaign builds on existing
partnerships with regional food banks and community organizations, expanding its commitment through increased brand alliances and employee engagement. According to Kenya T. Boswell, senior vice president of community affairs for Highmark Health and president of the Highmark Foundation, food insecurity remains a critical challenge in the communities served. The program involves collaborations with various entities, including sports teams like the Buffalo Bills and Pittsburgh Penguins, and educational institutions such as Penn State University and the University of Delaware. Highmark also supports initiatives promoting nutrition education, healthy meal programs, local produce farms, farmers markets, and mobile food access efforts. The company has pioneered solutions like screening over 2 million individuals for basic health needs and implementing medically tailored meal programs.
Why It's Important?
The expansion of Highmark Health's '(un)Hungry' campaign is significant due to the widespread issue of food insecurity in the U.S. According to Feeding America, over 3 million people in New York alone experience food insecurity, with households containing children being at the highest risk (1 in 5). In 2023, more than 50 million Americans sought assistance from food banks and pantries. Food insecurity directly correlates with poor health outcomes, leading to higher rates of chronic diseases and increased healthcare costs. Highmark's initiative, as a large nonprofit Blue Cross Blue Shield insurer, demonstrates a corporate commitment to public health beyond traditional insurance services. By uniting businesses, sports teams, and community organizations, the campaign aims to create a powerful collective impact, providing crucial support to vulnerable populations and potentially reducing the long-term health and economic burdens associated with hunger.
What's Next?
Highmark will continue to promote the '(un)Hungry' campaign through its owned and social media channels, directing individuals to unhungry.org for more information and ways to support its food partners. The initiative is expected to further strengthen its partnerships with various food banks, including the Central Pennsylvania Food Bank, FeedMore WNY, and the Greater Pittsburgh Community Food Bank. The company's ongoing efforts include innovative programs like 'Fresh Start for Health,' a pilot providing fresh foods to frontline healthcare employees, and 'Victory Table,' a mobile healthy food initiative delivering nutritious foods and education to high-need areas in Western New York. These programs indicate a sustained, data-driven approach to expanding access to nutritious food and improving health outcomes, with potential for replication and broader impact in other communities facing similar challenges.
Beyond the Headlines
The '(un)Hungry' campaign highlights a growing trend of corporations engaging in social determinants of health, recognizing that factors like food access profoundly impact overall well-being and healthcare costs. This initiative moves beyond traditional corporate philanthropy by integrating community partnerships and employee engagement into a comprehensive strategy. The involvement of sports teams and universities also underscores a broader societal recognition of the need for collective action against hunger, leveraging popular platforms to raise awareness and resources. This approach could set a precedent for other large organizations to adopt similar holistic strategies, fostering a more interconnected ecosystem of support for vulnerable communities. The focus on nutrition education and access to healthy foods also addresses the quality of food intake, not just quantity, which is crucial for long-term health improvements and reducing chronic disease burdens.
