2021 ELS Case Competition Implementation

“La cocina de mi abuela” is the United Way public awareness campaign pitched by the 2021 winning team, Steam United from HSB-Hartford Steam Boiler. Key components of the campaign included a 30 second PSA, a community event, and a community mural with an emphasis on the Barry Square neighborhood in Hartford, CT.

Recap of the winning pitch.

HSB team members, Alondre Rush, Hunter D’Addeo, and Linkesh Diwan, mentored by Patti MacRae, Vice President, Point32Health

“La cocina de mi abuela” is a public awareness campaign tailored to increase familiarity, reduce stigma, and streamline the experience for new and existing patrons accessing free food resources. The campaign aims to accomplish this using a “Spanish-First” printed and word-of-mouth distribution via schools, faith-based and community organizations, combined with outreach through social and other public media channels. The focus of the campaign connects a 30-second PSA featuring community influencers and directing people across the state to 211; an ongoing presence at local, community events; and, the festive unveiling of a community mural delivered in partnership with a local Neighborhood Revitalization Zone (NRZ).

Public Service Announcements:

Thanks to our 2021 technology sponsor, Comcast, 30-sec PSAs have been produced, in both Spanish and English, and are airing across various NBC channels, including Telemundo, from July – September 2022.

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Barry Square and South End Community Day:

Thank you to Hyacinth Yennie and the Maple Avenue NRZ for inviting the 2021 #ELSCaseComp champs to the annual Barry Square and South End Community Day on Sunday, August 14, 2022! We loved collaborating to promote food security, hand out recipe cards with a QR code to the PSA, help ensure families had school supplies, and enjoy each other’s company. Fresh produce, free ice cream, drum line performances, basketball, and locally grown watermelon were pretty great too!

New Community Mural Coming to Barry Square:

Lead Artist, Michael Rice


Full Mural Reveal:

Thank You to our Implementation Partners

 Comcast | Hartford Athletic | HSB | Maple Ave NRZ | Michael Rice| RiseUp Arts | South End Wellness Senior Center