Bowl of Multi Grain Cheerios Cereal by Tony Webster

Human Rights Campaign (HRC) Foundation announced a partnership with General Mills and Honey Nut Cheerios on “Snap for Good Rewards,” a new campaign to help raise funds for LGBTQ equality.

Honey Nut Cheerios boxes around the country now have a Snapcode on the back of the package that can be scanned to unlock exclusive Lenses within Snapchat.

“We are so thrilled to be a part of this significant, fun and interactive campaign alongside such great organizations,” Senior Vice President for Development and Membership at the Human Rights Campaign Chris Speron said in a press release.

Once the box is scanned, Snapchat will offer users the choice between three organizations: the Human Rights Campaign Foundation, the ASPCA (The American Society for the Prevention of Cruelty to Animals) and Feeding America. Each of the organizations have its own interactive, organization-specific Lens.

“Both the ASPCA and Feeding America do important work and we are honored to be included in this campaign with them. And, we hope this campaign spurs important conversations around breakfast tables across the country,” Speron said

As part of this Snap for Good Rewards campaign, Honey Nut Cheerios will donate a portion of $100 thousand to the three organizations.

“We’re grateful to General Mills and Honey Nut Cheerios for recognizing the importance of funding our work to achieve full equality for LGBTQ people, and we’re looking forward to seeing how people all across the country use the HRCF Snapchat Lenses,” Speron said.

General Mills has received high marks on the Human Rights Campaign Foundation’s Corporate Equality Index, which has become a tool to find out corporate policies and practices pertinent to LGBTQ employees.

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