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The people who organized the largest-ever Black Friday demonstrations against Walmart last year are leaving their protest signs at home this year. Instead, they’re launching a campaign to support 1,000 food drives around the country to help struggling Walmart workers.

Making Change at Walmart’s “Give Back Friday” campaign kicked off on Tuesday with the launch of a national TV ad campaign urging people “to help feed underpaid workers” and to “help us tell Walmart that in America no hard-working family should go hungry.”

Some Walmart stores have implicitly acknowledged that their “associates” don’t make enough money to feed themselves. In 2013, a Walmart store in Ohio held a Thanksgiving food drive “for associates in need”—although well intentioned, the drive became a publicity nightmare for the retail giant after photos of the food collection bin went viral.

Walmart raised its wages this year, but an entry-level associate still makes just $9 an hour—less than $16,000 a year based on Walmart’s full-time status of 34 hours a week. (The federal poverty level is $24,250 for a family of four and $11,770 for an individual.) A 2013 report by congressional Democrats found that the company’s wages and benefits are sufficiently low that many employees turn to the government for help, costing taxpayers between $900,000 and $1.75 million per store.

“This holiday season, we have set the goal of feeding 100,000 Walmart workers and families,” the union-backed group Making Change at Walmart said in a press release. “It is unconscionable that people working for one of the richest companies in this country should have to starve.”