Seeing it as their duty to bring normalized homosexuality to more American breakfast tables, the maker of Honey Nut Cheerios has teamed with The Human Rights Campaign (HRC) Foundation to help raise funds for LGBTQ causes.
The nonprofit gay group announced their new campaign with the cereal brand thanks to parent company General Mills. HRC will be one of three organizations taking part in the cereal’s “Snap For Good Rewards” campaign with Snapchat, starting this month and running through Dec. 3.
The move follows a trend of mega-corporations taking it upon themselves to shift and influence Americans’ personal values via the products they are accustomed to buying and using. Undermining existing values is a necessary part of the widespread and ongoing campaign.
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On the back of Honey Nut Cheerios boxes will be a code that unlocks exclusive ‘lenses’ for taking pictures on the social media app with one’s smartphone. From there, users can choose between lenses from the HRC, Feeding America and The American Society for the Prevention of Cruelty to Animals (ASPCA). All three will also be receiving a portion of $100,000 from Honey Nut Cheerios based on the usage of the lenses.
“We are so thrilled to be a part of this significant, fun and interactive campaign alongside such great organizations,” said HRC Senior VP Chris Speron. “We’re grateful to General Mills and Honey Nut Cheerios for recognizing the importance of funding our work to achieve full equality for LGBTQ people.”
“…We hope this campaign spurs important conversations around breakfast tables across the country,” Speron continued.
HRC noted that General Mills has consistently polled atop of its Corporate Equality Index (CEI), the “national benchmarking tool on corporate policies and practices pertinent to lesbian, gay, bisexual, transgender and queer employees.” General Mills earned a perfect score on the CEI this year and in 2018.
The Human Rights Campaign is the world’s “largest national lesbian, gay, bisexual, transgender and queer civil rights organization” with 3 million supporters. “HRC envisions a world where LGBTQ people are ensured of their basic equal rights, and can be open, honest and safe at home, at work and in the community,” according to their website.
Learn more about the Snap for Good Rewards campaign on Cheerios’ website.