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    Amway launches campaign to help underprivileged children

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    A CSR initiative, , the US-based company that retails products through online and direct selling, has launched an online campaign for its Nutrilite brand featuring soccer star Ronaldinho to help institutions for underprivileged and differently-abled children.

    Branded ‘One By One (OBY)’, the campaign aims to raise up to Rs 7.5 million for underprivileged children, said a company official. The campaign has been launched for a period of six months from December 1, 2008 to May 31, 2009.

    Upon visiting the company’s site EveryKickCounts.com, the viewers will be asked to pass a virtual soccer ball to friends via email or popular social networking sites such as Facebook and Orkut.

    Bill Pinckney, chairman, (AOF), said: “With each mail, a contribution is made to Amway’s OBO campaign for children by Amway Corporation, US.”

    Initiating the campaign, AOF extends support to 52 orphanages and institutions for underprivileged and differently-abled children, added the reports.

    —IndiaRetailing Bureau