Overview

The National FFA Convention is the country’s largest annual student gathering, with over 63,000 students, teachers, and advisors in attendance. CSX, a national leader in the transportation industry, looks to make a positive impact there each year.

In 2014, CSX wanted to showcase its role in food transport. We developed an interactive booth, where visitors could follow two tracks that detailed CSX’s part in the making of corn into food and animal feed.

We then used #EveryKernelCounts to get students involved in fighting hunger in the U.S. For each photo tagged on social media, CSX donated 32 meals to families in need. The photos were then printed to form a large mural at the booth.

Students were also invited to interact with a Buzzfeed-inspired quiz that predicted which CSX career might best suit their interests. It introduced them to jobs previously unexpected from a transportation company.

At the end of the 3-day convention, FFA attendees helped CSX donate $10,000 to Feeding America–the equivalent of over 90,000 meals.