American Express airs Charge Against Hunger advertising; television ads show poignant images of those in need of hunger relief and those who have already benefited.

NEW YORK--(BUSINESS WIRE)--Nov. 30, 1994--American Express launched its 1994 Charge Against Hunger advertising campaign on national television with 30- and 60-second spots that are airing on the NBC, ABC, CBS and FOX networks.

Charge Against Hunger commercials are airing on morning news shows, NFL pre-game programming, and on other prime time television programming until December 20.

The ads feature Bill Shore, founder and executive director of Share Our Strength (SOS), American Express' partner in the Charge Against Hunger campaign, and include images of those in need of hunger relief, interspersed with pictures of children benefiting from school breakfast programs, parents receiving nutrition education and other images of hunger relief efforts at work. The commercial takes a can-do approach, letting the viewer know that the hunger problem in America can be eradicated.

Through December 31, American Express will donate three cents to SOS each time the American Express(R) Card is used, with the goal of raising up to $5 million to provide food assistance, nutrition education and long-term preventative measures to the fastest growing segment of hungry Americans--young children and their families.

"Hunger is an issue that affects 20 million Americans, eight million of whom are children. We hope that our message will mobilize people to take action in the fight against hunger. We can all get involved, by educating others about the issue, lobbying for hunger relief, volunteering at soup kitchens, or simply using the American Express(R) Card for purchases between now and December 31, which will mean that funds will go directly to those most in need," said Tom Ryder, president, Establishment Services Division Worldwide, American Express Travel Related Services Company Inc. (TRS).

Now in its second year, the Charge Against Hunger campaign raised $5.3 million in 1993 which was distributed by SOS to more than 250 local hunger relief organizations nationwide. American Express hopes to raise at least $5 million this year, making the two-year total of $10 million one of the largest corporate contributions ever to fight hunger.

From Nov. 17, through Dec. 20th, the commercial is airing on such shows as The Today Show, CBS This Morning, The Tonight Show, and Saturday Night Live and during NBC's telecast of the Macy's Thanksgiving Day parade. On Fox, the commercial is running on NFL Pre-game shows and during games airing late November and early December.

In addition to network programming, the commercials are also running on a number of cable TV networks including CNN, Sci-Fi Channel, WTBS, Comedy Central, The Weather Channel, The Discovery Channel, Lifetime, The Travel Channel, Arts & Entertainment, USA Network, and The Learning Channel. The commercial was produced by Ogilvy & Mather.

SOS works to alleviate and prevent hunger throughout the United States and the world. With the help of thousands of volunteers, SOS fights hunger through grant distribution, public education, community outreach and direct service. Founded in 1984, SOS has become one of the nation's leading hunger relief and prevention organizations.

American Express Travel Related Services Company Inc. is a family of travel, financial, insurance and communications businesses, and a wholly owned subsidiary of American Express Company.

CONTACT: American Express, New York 

             Greg Tarmin, 212/640-4428
                       or
             Share Our Strength
             Ann Andrews, 202/393-2925
                        or
             M. Silver Associates, New York
             Ellen Markowitz, 212/754-6500