The campaign now features an inspiring story every month, and it will continue through December.
Aurora Gonzalez, director, PR, Frito-Lay, told PRWeek the program is not currently backed by PR support, beyond issuing press releases.
The “TrueNorth Story of the Month” for August is Claire Oliver, a Dallas area triathlon coach who started competing in triathlons after her stepfather died of leukemia. She has since completed 40 triathlons, and raised more than $100,000 for The Leukemia and Lymphoma Society. In addition to being featured online, the recipient is awarded a $1,000 grant and TrueNorth product.