The core philanthropic mission of Yum! Brands, Inc. is to be the defining company that feeds the world. Because hunger has now reached epidemic proportions with nearly 1 billion people starving around the world, including mostly young children, Yum! created a global initiative to fight hunger on a worldwide scale to benefit the United Nations World Food Programme (WFP) and hundreds of local food relief agencies globally: “World Hunger Relief Movement”.This movement to help end world hunger has created even more global awareness, deeper engagement and volunteerism and increased donations to benefit the United Nations WFP and other hunger relief agencies. The program quickly became the world’s largest and most successful public-private partnership to fight hunger via a global media relations campaign and an expansive Web site. fromhungertohope.com, creation of in-store materials and advertisements, and employee communication outreach worldwide. The movement helped save over 2.2 million people from starvation in remote corners of the world, where hunger is most prevalent.Yum! raised $20 million in overall donations and more than 1.4 million employees, franchisees and family members across nearly 36,000 restaurants in more than 100 countries volunteered more than 5 million hours of service around the world.

Yum! was armed with myriad statistics on hunger, and even commissioned its own study which found that 98% of people drastically underestimated how much of the world’s population is hungry. Yum!’s executive team made trips to witness hunger first hand via visiting places like Haiti and Guatemala as part of the pre-campaign research.The program was unveiled at the Clinton Global Initiative in New York and continued throughout the month of October 2008. Yum! employees, franchisees, their families and volunteers were seen around the world from North America to Asia to Europe, South America and beyond.Programme elements included: • Creation of in-store materials, advertisements, and PSAs to raise awareness about hunger in nine languages;• Development of a comprehensive online campaign including renewed Web site, customized Google, Yahoo, Facebook, MySpace, YouTube, Flickr, ThinkMTV pages, widgets, top influential blogs, business, charity, entertainment, volunteer and environmental sites, video and photos for people worldwide to share their stories and learn more about hunger;• Rallying of 1.4 million employees/franchisees/family members across 36,000 restaurants in more than 100 countries to volunteer in the fight against hunger;• Development of aggressive and global media relations campaign;• Secured support of celebrities and other notables.

Despite the world’s ailing economy, Yum! reports its fundraising efforts at $20 million in overall donations. That’s over 80 million meals and more than 2.2 million lives saved.• More than 1.2 billion media and online impressions in 180 countries were garnered including outlets as diverse as BBC Asia, BBC World, Dow Jones, Washington Post, Perez Hilton’s Blog, CSPAN3, News Channel Asia, and local news outlets.• More than 300 million online impressions generated worldwide.• More than 1.4 million employees, franchisees and family members across 36,000 restaurants in more than 100 countries volunteered more than 5 million hours of service around the world.• Equivalent of nearly $50 million in awareness of the hunger issue was generated through television and print advertising, public service announcements, public relations, Web-based communications and in-restaurant signage.