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    Amway launches campaign to help underprivileged children

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    A CSR initiative, Amway, the US-based company that retails FMCG 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, Amway Opportunity Foundation (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