By Stan Friedman
DETROIT, MI (June 29, 2013) – Covenant World Relief (CWR) rolled out “The Can for Change” during this week’s 128th Annual Meeting of the Evangelical Covenant Church.
“The label is a play on the word change – both change as in coins, bills and checks included – and change as in transformation of individuals, families, and communities,” said CWR Director David Husby.
The new label replaces the red and white soup can labels based on the Campbell Soup Company’s product line that CWR has used in its fall campaign with the company’s permission since 1974. In January, Campbells asked the ministry to stop using the label.
Husby said he is grateful for the years of support from Campbell’s. “We have gathered many stories from those who have used the labels in their families and churches and sent them to Campbell’s,” Husby said.
Covenant World Relief will place more emphasis on using the banks other than just the fall. “As we roll out the new soup-label design, we want to encourage people to be conscious of the poor, the powerless, and the marginalized during the Thanksgiving season, but also throughout the year,” said David Husby, CWR director.
“Some have long been using the banks year around,” said Husby. “I met a family recently that brings out their CWR bank every time they eat pasta.”
“The soup-can bank campaign is also a way that we can remember that hunger has no season, and Covenant World Relief is active in providing immediate disaster response and long-term community development year-round,” said CWR staff member Chrissy Palmerlee.