(NEW YORK, NY - June 27, 2006) - Autism Speaks, a non-profit organization dedicated to increasing awareness of autism and raising money to fund autism research, announced today that it is partnering with Kellogg to bring its message of autism awareness to the side panels of more than five million Rice Krispies cereal boxes. The special Autism Speaks cereal boxes will hit store shelves beginning this month and will appear throughout the summer. In addition to explaining what autism is and that it is increasing in prevalence, the side panel describes some of the most common early signs of autism and encourages parents to talk to their pediatrician if they suspect something might be wrong.
Note: Electronic versions of the cereal box images are available upon request.
The Kellogg's Rice Krispies awareness initiative coincides with a multi-year Autism Speaks/Ad Council PSA campaign launched in April. Aimed at the general public, the ads stress that autism is more common than people think (1 in 166 children is now diagnosed with autism) and encourages families to learn the signs of autism and talk to their doctor if they suspect their child is not meeting developmental milestones. The campaign was created pro bono by advertising agency BBDO and is running across all media platforms, including print, broadcast and cable TV, radio and the internet.
“We are incredibly grateful to Kellogg for helping us to reach millions of parents with this critically important information about the early signs of autism,“ said Suzanne Wright, co-founder of Autism Speaks. "Parents need to be aware of these ‘red flags' and talk to their doctor as soon as possible if they suspect a developmental delay. Early intervention is our best weapon against autism." "Kellogg has a long history of offering information on health and wellness on product packaging. We're pleased to be able to share this important information about autism with consumers,” said Jose Alberto Duenas, director, marketing Kellogg Company.
Autism is a complex brain disorder that inhibits a person's ability to communicate and develop social relationships, and is often accompanied by extreme behavioral challenges. Autism spectrum disorders are diagnosed in one in 166 children, affecting four times as many boys as girls. The diagnosis of autism has increased tenfold in the last decade. The Centers for Disease Control and Prevention have called autism a national public health crisis whose cause and cure remain unknown.
ABOUT AUTISM SPEAKS
Autism Speaks is dedicated to increasing awareness of the growing autism epidemic and to raising money to fund scientists who are searching for a cure. It was founded in February 2005 by Suzanne and Bob Wright. Bob Wright is Vice Chairman and Executive Officer, General Electric, and Chairman and CEO, NBC Universal. Autism Speaks and the National Alliance for Autism Research (NAAR) recently combined operations, bringing together two of the leading organizations dedicated to accelerating and funding biomedical research into the causes, prevention, treatments and cure for autism spectrum disorders; to increasing awareness of the nation's fastest growing developmental disorder; and to advocating for the needs of affected families. To learn more about Autism Speaks, please visit www.autismspeaks.org.
ABOUT KELLOGG COMPANY
With 2005 sales in excess of $10 billion, Kellogg Company (NYSE: K) is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Special K, Murray, Austin, Morningstar Farms, Famous Amos, Plantation, Ready Crust and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit the Company's web site at www.kelloggcompany.com.