Kellogg’s Special K will be helping to spread awareness for girls’ and women's empowerment to 25 million households across Europe by March 2015 through the Chime for Change campaign.
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.
In Ireland, Kellogg’s Special K is helping Barnardos to fund their Teen Parent Support Programme. The children's charity works with pregnant teenagers and young mums who are at risk of leaving education to support them to stay in school enabling them to achieve their full potential in life.
As part of the campaign Kellogg’s has redesigned 18.5 million Special K boxes, the first big step towards reaching 25 million households. 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.
Since its pledge to the cause 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.
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.”
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.”
