IRVINE, CA: The Taco Bell for Teens Foundation (TBFT) in its first national campaign is seeking to raise awareness about the high school dropout rate. Today, participating Taco Bell restaurants planned to donate 15 percent of gross sales to assist with the cause.
To create heat for today's collection, local events and media outreach were activated across the US on April 22, with appearances by celebrities, like the Laker Girls and actor Carlos Bernard of the TV show 24 to promote the “24 hour fundraiser,” according to Sally George, a senior manager at TBFT.
TBFT also recently launched a Twitter feed, TacoBell4Teens, as well as a Facebook application - the World's Largest Yearbook, in order to attract one million friend images corresponding with the annual number of teen drop-outs.
“We chose to launch this event now because graduation is on everybody's minds, and teens are getting ready to walk across the stage,” George said. “Americans don't realize this [dropout crisis] is happening.”
PR for the campaign began April 1 with a TBFT-sponsored teen town hall in conjunction with long-time partner the Boys & Girls Clubs of America (BGCA) to address these issues.
BGCA is also promoting TBFT's programs to its members via its Web site and social media mechanisms, such as Facebook and MySpace, according to George.
AOR Durk Rion Public Relations assisted TBTF with PR. A significant donation to the campaign budget was made by Yum!Brands, George noted.