Wheaties champions mentorship with “Fuel a Future” campaign

wheatiesWheaties FUEL®, the first-ever cereal designed specifically to help fuel wins, launched its FUEL a Future campaign to empower parents and other mentors to help develop the next generation of champions through sports.  

As of April 6, any adult can pledge to play one game of basketball with a child in their family or community at  Wheaties FUEL will donate $1 per pledge to Boys & Girls Clubs of America.  Wheaties FUEL guarantees a $50,000 donation to Boys & Girls Clubs and will donate up to $40,000 more based on pledges.

Wheaties FUEL teamed up with basketball superstar Kevin Garnett to encourage youth mentorship.  Garnett’s coach, William “Wolf” Nelson, at Farragut Career Academy in Chicago was—and continues to be—one influential mentor in Garnett’s life.

“I had a lot of potential and a talent for basketball, but the guidance of mentors in key stages of my life helped me realize my dream and get where I am today,” said Garnett.

According to a recent national survey of American adults, 54% of respondents felt mentoring is difficult, but that sports provide a simple platform to help teach the next generation.  In fact, 85% of Americans believe sports play a critical role in teaching life lessons such as perseverance, personal responsibility, teamwork and commitment. 
“The Wheaties brand has long been associated with what it takes to become a champion, and the FUEL a Future campaign is extending that association by supporting and sustaining new champions through influential mentor relationships,” said Betsy Frost, marketing manager for Wheaties.

Despite showing strong opinions on the importance of mentoring, more than half (52%) of American adults grew up without the guidance of a mentor.  Through the FUEL a Future campaign, Wheaties FUEL hopes to change this statistic, one pledge at a time.

April 29, 2011
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