Yum! Brands 2010 Corporate Social Responsibility Report

World Hunger Relief

As we approached our 10th anniversary in 2007, we decided to align our system around a large scale crisis that we are all well positioned to address - hunger relief. With more than 900 million people in the world facing hunger and malnutrition we developed an annual initiative that we call "World Hunger Relief," leveraging the power of our global restaurant system to address hunger through awareness, volunteerism and fundraising. The campaign has grown into a global movement and the world's largest private sector hunger relief effort in history. Our associates, franchisees and suppliers in our more than 110 countries we operate in join forces to bring awareness and action to this global crisis.

Since starting the movement in 2007 and continuing through our recent 2010 campaign, we have raised nearly $85 million for the United Nations World Food Programme (WFP) and other hunger relief agencies, providing nearly 350 million meals. WFP is the world's largest humanitarian agency fighting hunger worldwide, feeding more than 90 million people in more than 70 under developed nations.

The movement is primarily focused on engaging our associates, franchisees and consumers in our nearly 38,000 restaurants around the globe in the movement to end world hunger by contributing money to help feed beneficiaries of the WFP. Through the use of restaurant point of purchase materials, broadcast, print and online advertising and public service announcements featuring our global spokesperson and WFP ambassador, Christina Aguilera, the campaign has grown year over year with Yum! being WFP's largest corporate donor and partner. WFP named Yum! its Corporate Partner of the Year at the 2010 World Economic Forum in Davos-Klosters, Switzerland.

The funds raised for the WFP are given as unrestricted funds to be used for WFP's greatest needs around the globe, allowing WFP the flexibility to get food and resources where they are most needed. As a part of our commitment to ensuring 100% of the consumer and associate funds donated are used by WFP for feeding people and the related programs, the Yum! Foundation contributes $2 million so the WFP can manage the expenses associated with our
global campaign.

We've already set a goal for our 2011 campaign - to raise $27 million for WFP and other hunger relief agencies. World Hunger Relief is our annual global movement to end world hunger. By engaging our entire system, our associates, our consumers and society in the movement, we know we're helping move millions of people from hunger to hope. We look forward to sharing the future growth of the program and progress against our goals. For more information about our World Hunger Relief campaign visit www.FromHungertoHope.com.


At the Clinton Global Initiative in 2008, President Bill Clinton announced the Company's five-year commitment during a special Plenary Session that made school meals a top priority in the fight to end global hunger. Over a five-year span, the Company pledged to: raise and donate at least $80 million to help WFP and others provide 200 million meals for hungry school children in developing countries; donate 20 million hours of hunger relief volunteer service in the communities in which it operates; donate $200 million worth of its prepared food to hunger agencies in the United States; and use the Company's marketing clout to generate awareness of the hunger problem, and convince others to become part of the solution.

In just three years since Yum! Brands' pledge at the Clinton Global Initiative, the Company has: raised $68 million to help the United Nations World Food Programme (WFP) and others provide more than 270 million meals for hungry school children in developing countries; donated 17 million hours of hunger relief volunteer service; donated $180 million worth of its prepared food to hunger agencies in the United States; and generated approximately $170 million worth of awareness of the hunger problem.

Results

For the past four years the World Hunger Relief campaign has leveraged the power of nearly 38,000 restaurants around the world, sparking a global movement to end hunger and generating an overwhelming outpouring of support from millions of customers, employees, franchisees and their families. To date, the World Hunger Relief movement has delivered:

Awareness:

2 - 3 billion impressions annually since 2007
Approximate value of more than $150 million in advertising, marketing and public relations materials.

Volunteerism:

More than 21 million hours of Yum! associates' time contributed to the cause in 4 years.

Fundraising:

2007: $16 million to WFP and other hunger relief agencies
2008: $20 million to WFP and other hunger relief agencies
2009: $22.5 million to WFP and other hunger relief agencies
2010: $24.5 million to WFP and other hunger relief agencies

The impact of the program has been astounding with funds delivered to programs in more than 30 countries with millions of beneficiaries, many of them children in School Feeding programs, reaping the benefits of the World Hunger Relief public-private partnership.

Countries receiving funding and food as a result of the World Hunger Relief campaign:

Recognition

2010:

  • League of Communications Professionals - Winner - Magellan Awards for Community Relations: Most Creative Campaign; #9 in Top 50 2010 Communication Campaign (out of 379 entries); Gold Award for Excellence
  • United Nations World Food Programme - Partner of the Year
  • PR Week - Winner - Cause-Related Campaign of the Year

2009:

  • PR News' Nonprofit PR Awards - Finalist for Nonprofit/Corporate category
  • PR Week Awards - Winner for Cause-Related Campaign of the Year
  • Hermes Creative Awards - Platinum Winner
  • PRSA Skyline Awards - Merit Award for the Category Events & Observances, More than 7 Days
  • PRSA Bronze Anvil Award of Commendation - Winner for Digital Press Kits Category

2008:

  • PR News CSR - Honorable mention, "Overall Leader in CSR Practices: Corporation with more than 25,000 employees"

2007:

  • IABC Gold Quill - Merit Award in Business Communication Category
  • PR News CSR - Finalist in the Media Relations Category
  • IPRA 2008 Golden World Awards - Winner, Corporate Social Responsibility Category
  • SABRE Awards - Gold Winner, Business and Society, Corporate Social Responsibility Category
  • PRSA Skyline Awards - Skyline Award Winner, Public Service/Partnerships