Inviting well-known radio, television, and print media personalities to participate was of key importance in gaining media attention. One Extension staff person reported the challenge had stimulated a higher level of media coverage in the county than any other event conducted during the previous 20 years. Two radio announcers broadcast their program from the grocery store during the entire challenge. In another county, a radio announcer broadcast his program from a van parked in front of the grocery store for several hours before the event began. Just before the event started, he stopped broadcasting because he was a challenge shopper.
Timing is another crucial element in obtaining media coverage.
Most often, the challenge was conducted when the community was addressing the issue of hunger or conducting a major food drive. Representatives of the agencies conducting the food drive or working to combat hunger were interviewed during the press conference or given an opportunity to make a statement. Individuals from these organizations support education and recognize citizens need food resources and education to help them use the resources wisely. Communicating with Our Clientele As a result of participating in the challenge event, key opinion leaders in the counties were more aware of nutrition and hunger issues and Extension's role in addressing them through education. The challenge also enhanced cooperation between Extension and community agencies.