Zespri Kiwifruit has entered into partnership with six children’s charities from each region of the US to drive its childhood obesity campaign, Kiwifruit for Kids.
The campaign centres on a uniquely designed Facebook application that allows people around the US to contribute to the cause, according to a press release from the company.
Running from 31 August until 21 October, the Kiwifruit for Kids Facebook initiative is aimed at helping to combat the childhood obesity epidemic, which affects nearly 9m children over the age of 6 and is responsible for over 300,0000 deaths each year.
“Kiwifruit for Kids will raise awareness for this crisis on several levels: to raise money for charities committed to the cause, to raise awareness about the epidemic on a national level, and to popularize healthy diet and lifestyle alternatives for the youth of America (such as eating fruits and vegetables instead of candy and fast food),” Zespri said in a statement.
“Kiwifruit for Kids allows Facebook users to earn online points for the region of their choice. Points are earned by choosing kiwifruit characters, playing games, tweeting about the campaign, having friends from users’ social networks join the competition, and more.”
The region with the most points by 21 October wins US$10,000 for their corresponding charity.
To the second place region, Zespri will donate US$5,000. The remaining non-profits will receive US$1,500 from Zespri for participating.
Participating charities include: the Mollen Foundation (West), Kids@Heart (Northwest), New Orleans Outreach for Healthy Habits (South), C.H.O.I.C.E.S. (Southeast), Crossroads (Northeast), The Säjai Foundation (Midwest).