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Press release from Business Wire

Betty Crocker® Fruit Flavored Snacks And Parenting Expert Dr. Michele Borba Team Up To Help Kids Give Back

<p class='bwalignc'> <i>Now through May, families in the U.S. can help give XO laptops to kids in Africa by purchasing specially-marked packages of Betty Crocker</i><sup><i><b>®</b></i></sup><i> Fruit Flavored Snacks</i> </p>

Tuesday, January 17, 2012

Betty Crocker® Fruit Flavored Snacks And Parenting Expert Dr. Michele Borba Team Up To Help Kids Give Back09:07 EST Tuesday, January 17, 2012 MINNEAPOLIS (Business Wire) -- Betty Crocker® Fruit Flavored Snacks and parenting expert Dr. Michele Borba have partnered to make giving back easy though the “Win & Give” campaign. Now through May, kids in the U.S. have a chance to win laptops and help donate laptops to kids in Africa. The campaign shows moms and kids that even the smallest of acts can make a big difference and that giving to others can be fun. “Research shows that providing children with opportunities and experiences to feel the joy and impact of giving to others helps them grow into kind, empathetic and respectful adults,” said Dr. Michele Borba, parenting expert. “As part of my work with Betty Crocker Fruit Flavored Snacks, I recently traveled to Rwanda and saw the incredible impact laptops have on kids in Africa. The smiles and excitement I saw on the children's faces was amazing. They are so appreciative for the gifts that kids in the U.S. have given them. The ‘Win & Give' campaign truly makes a difference and it's so easy for kids in the U.S. to get involved.” Having a giving heart is important, as 93 percent of moms would exude more pride if their children grew into giving adults than if they were wealthy, according to the “Kids' Altruism Indicator1.” But, between work, school and after-school activities, it can be hard for families to find the time to give back. Dr. Borba recommends five ways families can incorporate giving into their everyday lives: Tap into kids' passions. For instance, an animal lover may get excited about helping at a local animal shelter. Encourage children to become involved in causes they care about. Let them lead the charge and follow-up with support. When watching the news, take the time to explain hot button issues and how people have been affected by local disasters, like hurricanes or tornados. Kids are compassionate and may proactively want to help by donating clothes or writing letters to those affected. Especially when they know they can make a difference. Take that moment to mobilize compassion - “What can we do?” is a great question that empowers children to lead the way. Be on the lookout for local opportunities to help. There are often ways families can help through local food or clothes drives. Parents and kids should do the activity together so they can experience and witness the impact of giving as a family. Kids will see the joy their parents get from giving back and it will help them catch the spirit of giving. Leverage holidays to talk to kids about giving back. For example, talk about giving around the winter holidays or discuss the troops around 4th of July and Memorial Day. Don't forget to put the talk into action. Become a home that encourages giving, the more active kids are in experiencing giving, the more likely they are to develop empathy. Find easy ways to help others around the world through opportunities such as helping to give laptops to kids in Africa through the Betty Crocker Fruit Flavored Snacks “Win & Give” campaign. “Betty Crocker Fruit Flavored Snacks believes that every kid can be a hero, so we're helping them make a great impact on the lives of kids in Africa,” said Ben Mand, brand marketing manager, Betty CrockerFruit Flavored Snacks. “The ‘Win & Give' campaign provides kids in the U.S. an opportunity to win a laptop, as well as the chance to see the impact these laptops have on students in Africa.” To participate in the “Win & Give” campaign, grocery shoppers should look for specially-marked Betty Crocker Fruit Flavored Snack packages in stores. Each specially-marked package contains a code that consumers can enter at WinOneGiveOne.comto see if they've won an XO laptop. For every child that wins in the U.S., Betty Crocker Fruit Flavored Snacks, in partnership with the non-profit One Laptop per Child, will donate a laptop to a child in Africa. Additionally, every code that is entered at will help donate additional laptops to kids in Africa. For more information about the “Win & Give” campaign, please visit The website allows parents and kids to see the powerful impact laptops have on kids in Rwanda with videos from the students who received the laptops and their teachers. Additionally, Dr. Borba shares her experience participating in the laptop donation, as well as her tips to help parents instill giving in their kids. About Michele BorbaMichele Borba, Ed.D. is an internationally renowned educator, award-winning author, and parenting and child adolescent expert. She is recognized for her practical, solution-based strategies to strengthen children's behavior, character, and social development, and to build strong families. She offers realistic, research-based advice culled from a career of working with more than 1 million parents and educators worldwide. Dr. Borba has appeared more than 100 times as a parent expert on “Today” as well as countless talk shows including:“Dr. Phil,” “Dateline,” “The View,” “Dr. Drew,” “FOX & Friends,” “The Doctors,” CNN, and “The Early Show.” For more information on Dr. Borba, please One Laptop per ChildOne Laptop per Child (OLPC) is a non-profit organization whose mission is to provide every child in the world access to new channels of learning, sharing and self-expression. To date, OLPC has delivered 2.5 million educational laptops to children in 42 countries and 25 languages.About the Kids Altruism IndicatorThe Betty Crocker Fruit Flavored Snacks “Kids Altruism Indicator” was conducted by Kelton Research between December 1 and December 16, 2010 using Random Digit Dialing of listed and unlisted numbers. A total of 501 children between ages 7-12 completed the survey. Quotas are set to ensure reliable and accurate representation. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.4 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.About General MillsOne of the world's leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Progresso, Yoplait, Cascadian Farm, Muir Glen, and more. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2010 global net sales of US$16 billion, including the company's $1.2 billion proportionate share of joint venture net sales.1 2010 “Kids' Altruism Indicator,” Julie Johnson, General Mills763-764-2865julie.johnson2@genmills.comorAmy Key,