From October 2014, Kellogg’s Special K will help spread awareness for girls’ and women’s empowerment through
CHIME FOR CHANGE to 25 million households across Europe by March 2015
As part of its partnership with CHIME FOR CHANGE, the global campaign founded by Gucci to convene, unite and strengthen the voices speaking out for girls and women around the world, Kellogg’s Special K is inviting millions of consumers across Europe to influence how and where the brand provides funding to support Education, Health and Justice for girls and women.
Launched in 2013 and founded by Frida Giannini, Beyoncé Knowles-Carter and Salma Hayek Pinault, CHIME FOR CHANGE has to date funded more than 390 projects to support girls and women in 88 countries through 132 non-profit partners.
CHIME FOR CHANGE Co-Founder Salma Hayek Pinault said: “In the 18 months since the CHIME FOR CHANGE campaign was launched, we have been able to make a significant difference for girls and women around the world, fighting injustice and inequality through empowerment. Brands like Kellogg’s Special K have the ability to help the campaign reach millions more, making our collective voice even louder and even stronger. We are grateful for their support.”
Kellogg is redesigning 18.5 million Special K boxes, the first big step towards reaching 25 million households, to help spread awareness for the incredible work being carried out by CHIME FOR CHANGE. Those enjoying a bowl of Special K will have the opportunity to join the campaign and give their support by going online and voting for the projects they would most like to see funded.
The new Kellogg’s Special K CHIME FOR CHANGE boxes will be on shelf in time for International Day of the Girl on October 11th. Like CHIME FOR CHANGE, this day raises awareness of issues surrounding girls' human rights, highlights existing gender inequalities, and addresses the various forms of discrimination and abuse suffered by girls around the world.
Since its pledge to CHIME FOR CHANGE was made earlier this year, Kellogg’s Special K has already funded a number of life-changing projects including: a programme in Peru to provide 100 school girls with daily hot meals, allowing them to feed their minds and reach their potential; a project in Tanzania to supply 5,000 female farmers with the training they need to build a steady income for themselves; and a project in Guatemala helping to build clean cookstoves that eliminate up to 80% of toxic smoke that kills women and children.
Special K is now encouraging fans of the cereal to lend their voices and “chime in” to help build momentum and support for CHIME FOR CHANGE projects that are creating positive change for girls and women.
Reaching 25 million households forms part of a unique commitment that Kellogg’s Special K has made to CHIME FOR CHANGE. The 25:25:25 commitment aims to share the campaign with 25 million households in Europe within the first year, inspire 250,000 voices to “chime in” and join the movement, and improve the lives of 25,000 girls and women through Education, Health and Justice projects.
Commenting on the partnership, Peter Soer, VP Marketing at Kellogg Cereals Europe and a new member of the CHIME FOR CHANGE Advisory Board, said: “As a brand we are committed to enabling positive change for girls and women, and our on-pack activity with CHIME FOR CHANGE will provide millions of families with the information and inspiration they need to join a worthwhile movement. If people at home are as inspired by the CHIME FOR CHANGE message as we are, then we believe that together we can make a difference while helping girls and women shine, which is what Special K is all about.”
EDUCATION. HEALTH. JUSTICE. FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.
LEND YOUR VOICE. #CHIMEIN
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