Lead2Feed,” a marketing programme developed by Gannett Company’s U.S. Community Publishing group, brought together Lift a Life Foundation and Yum! brands, two non-traditional advertising clients.

This multi-media programme was designed to teach high school and middle school students leadership skills while addressing hunger in their community.

Based on the book Taking People With You, written by Yum! CEO David Novak, the idea was to join the principles of his book with Life a Life Foundation, his personal foundation. Working with Gannett, he was able to connect the two and create Lead2Feed.

Gannett leveraged the experience of its USA TODAY Education group to develop in-class curriculum that teachers could download and use in their classrooms in a turn-key manner. This group has existing relationships with top school districts across the country, reaching some 33,000 classrooms.

Professional curriculum developers are part of the team, translating the lessons espoused in Novak’s book into in-class curriculum that teachers can use “off the shelf” in their classrooms. The curriculum was designed to meet U.S. Education’s National Core Standards.

The programme was promoted to teachers via e-mail marketing, social media, PPC, digital display, and traditional print advertising in Gannett newspaper properties.

Social media (Facebook and Twitter, specifically) is the platform of choice for students interested in sharing and collaborating online, all developed and managed by Gannett’s digital media services.

The programme, which launched in the fall of 2012 with plans to expand dramatically in the 2013-2014 school year, is currently in more than 1,000 schools with more than 18,500 Facebook fans. NBA player Stephen Curry of the Golden State Warriors is now tweeting about the programme.