Yum Brands has gathered together its restaurants — KFC, Pizza Hut and Taco Bell — and hooked them up with singer Christina Aguilera to come to the aid of those in hunger around the world with its annual World Hunger Relief effort.
The effort, which consists of a challenge called “Pass the Red Cup,” aims to build awareness and convince people to donate to the cause. As part of the effort, Aguilera, through social media, is challenging other celebrities, influencers and media outlets to #PassTheRedCup.
The social media activity directs people to the campaign’s website, HungertoHope, on which 20 hungry school children are featured and where donations can be made. On Twitter, Yum Brands is urging people to take part in the effort with a tweet that urges people to text KFCWHR to 90999 to donate.
Join us and #PassTheRedCup for @WldHungerRelief by giving $5 to feed 20 children. Text KFCWHR to 90999 to donate. pic.twitter.com/Nv083sOjQm — KFC (@kfc) August 5, 2014
Philippines actors Kathryn Bernardo and Daniel Padilla, both said to be in a steamy relationship and known together as KathNiel, are behind the campaign as well.
RT Are you ready to #PassTheRedCup? Visit http://t.co/ebN1C1YYb3 to donate to @WldHungerRelief and help feed a child. pic.twitter.com/vSgOelcyfJ — KFC Philippines (@KFCPhilippines) August 6, 2014
Additionally, Aguilera will appear in PSAs as well as appear on posters which will be distributed in KFC, Taco Bell and Pizza Hut restaurants.
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