The SEM Group developed the "CANS Film Festival," a canned food drive held at movie theaters to collect food for the needy while spreading the message that steel cans are recyclable. Benefiting the Los Angeles Regional Foodbank, an umbrella organization serving more than 730 charities, the promotion was co-sponsored by a major theater chain, radio station and the food bank itself. To increase participation in the event, participating theaters offered a free small popcorn to everyone bringing in a canned food donation.
Publicity materials including news releases, a poster and radio promotions were developed to publicize the event. Materials were posted in local grocery stores, high schools, and movie theaters. Additionally, radio promotions aired and interviews were conducted with campaign partners such as the City of Los Angeles Solid Waste Division.
More than 300 volunteers participated in the weekend long food drive. A sizable donation of canned food was collected for the Los Angeles Regional Foodbank to help earthquake victims and others in need. The event helped increase publicity of the public service campaign through its coverage in major daily newspapers, community weeklies, TV and radio.