The campaign, which will last for two months, will raise money to go toward HRCF’s programs advancing LGBTQ equality.

HRC Foundation announced it will partner with General Mills and Honey Nut Cheerios on a new campaign to help raise crucial funds in the fight for LGBTQ equality.

Starting October 1, Honey Nut Cheerios boxes around the country will have a Snapcode on the back of the package that can be scanned to unlock exclusive Lenses within Snapchat. Once the box is scanned, Snapchat will offer users a choice between three organizations, each of which has its own interactive, organization-specific Lens. As part of this Snap for Good Rewards campaign, Honey Nut Cheerios will donate a portion of $100,000 to the three organizations participating: the Human Rights Campaign Foundation, the ASPCA® (The American Society for the Prevention of Cruelty to Animals®) and Feeding America.

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

For years, General Mills has received consistently top marks on the Human Rights Campaign Foundation’s Corporate Equality Index, the national benchmarking tool on corporate policies and practices pertinent to LGBTQ employees.

More information on the Snap for Good Rewards campaign can be found here.

Unlock the HRC Snapchat Lens to Snap for Equality

Use Snapchat to scan the Snapcode on the Honey Nut Cheerios box
On the page that pops up, select the HRC Lens
Unlock the Lens and use it in your Snaps to help earn a donation from Honey Nut Cheerios to the HRC Foundation!