Their advertising promotion, "Charge Against Hunger" began in 1993, lasted four years and donated more than $20 million to hunger relief. For every purchase made with an American Express card for over a period of three months, the company pledged three cents on each transaction–up to a maximum of $5 million a year–to the Washington, DC-based anti-hunger organization, "Share Our Strength." The annual charity drive helped raise $16 million over a period of four years for hunger relief. As a result of the program, card transactions increased and more merchants now accept the card. Ad: John Lennon’s song “Imagine” plays in the background. The voice-over says: “Imagine—if every time you bought anything with your American Express card, you helped feed someone who is hungry.” The words, “Charge Against Hunger,” and “Do More” appear. Consumers have criticized American Express for using John Lennon’s song. They feel that the true meaning of the song is being corrupted by American Express. One common problem with cause marketing strategies is that companies don’t want the public to know the exact amount of their profits. “A portion of the proceeds will be donated” is ambiguous. American Express, on the other hand, publishes a detailed report listing the exact amounts that each local charity receives.