Kellogg's Special K launches new boxes for Chime for Change
Kellogg’s Special K have launched their Chime for Change campaign with the aim of spreading awareness for girls’ and women’s empowerment to 25 million households across Europe by March 2015.
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 86 countries through 132 non-profit partners.
Kellogg’s 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.
In Ireland, Kellogg’s Special K is supporting Barnardos children’s charity to fund their Teen Parent Support Programme. Barnardos works with pregnant teenagers and young mums who are at risk of leaving education to support them to stay in school and continue onto further education enabling them to achieve their full potential in life and a better future for them and their children.
Since its pledge 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, 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.
Reaching 25 million households forms part of a unique commitment that Kellogg’s Special K has made. 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.
The campaign has gained the support of science communicator, lecturer and TV and radio presenter Aoibhinn Ní Shuilleabháin in Ireland. Commenting at the launch of the new boxes and at the announcement that Kellogg’s Special K will be supporting Barnardos Teen Parent Support Programme in Ireland, she said: “As an educator and researcher and as someone who is passionate about the importance of ensuring that Irish women have the opportunity to access all levels of education, I am delighted to be involved with this campaign. Chime for Change has made a significant impact in helping to turnaround inequality in the health, education and justice sectors throughout the world. Closer to home, Barnardos Teen Parent Support Programme is an important service helping young women in Ireland to continue in education so they and their children build their confidence and opportunities for their future.”
Commenting on the partnership, Peter Soer, VP Marketing at Kellogg’s 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.”