Cheerios, the General Mills cereal brand, is partnering with the Heart, Lung, and Blood Institute (NHLBI) and health advocacy group WomenHeart in a campaign to raise awareness and provide education about the risk of heart disease in women.
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The Cheerios Circle of Helping Hearts campaign will donate US$1 to WomenHeart, a national patient advocacy organisation that represents 8m American women living with heart disease, up to a value of $500,000, for every online code entered by consumers at www.cheerioshelpinghearts.com by 30 January, 2008. Consumers can find these codes inside specially marked boxes.
In addition, Cheerios has enlisted country singer Lee Ann Womack and actress Phylicia Rashad as ambassadors for the Cheerios Circle of Helping Hearts programme.
“At General Mills, we are committed to issues that affect women across the country, especially one as serious as heart health,” said Cheerios’ marketing executive Katie Lay. “We hope that the Cheerios Circle of Helping Hearts programme will go a long way to help raise awareness and provide education about the risk of heart disease in women.”
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