Kellogg's Froot Loops has collaborated with United Way of King County and United Way of the Battle Creek and Kalamazoo Region to unveil an anti-bullying campaign to commemorate National Friendship Day ( 5 August).
As part of the 'United to be kind' program, attendees at United Way of King County's Summer Meals program and United Way of the Battle Creek and Kalamazoo Region will participate in various activities. The partnership further bolster Kellogg's 'Whatever Froots Your Loops' campaign which was launched last year to attract millennials.
According to the National Center for Education Statistics and Bureau of Justice Statistics, approximately 21% of students ages 12-18 experience bullying
Chris Stolsky, associate director, brand marketing said: "Froot Loops is committed to celebrating uniqueness through our "Whatever Froots Your Loops" campaign. This collaboration with United Way is a natural extension of our commitment to individuality. Bullying is an all too common issue and everyone has the right to be embraced as his or her true, authentic self."
Mark King, global head diversity and inclusion said: "Kellogg's commitment to inclusion and diversity, ingrained in our K Values, are at the core of who we are, what we believe and guide the way we work with our business partners, within our communities and with each other.
"Partnerships with our brands like Froot Loops and organizations such as the United Way, help demonstrate our unwavering commitment to equality and inclusion in the workplace, marketplace and in the communities where we work and live."