“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).