Nurturing good community relations is important to 7-Eleven [image-nocss] and its franchisees, the Dallas-based retailer said.
"Cup With A Cause is one of our most exciting programs," said Rita Bargerhuff, 7-Eleven's chief marketing officer. "We've turned our coffee cups into canvasses, and celebrities are creating artwork for our program that allows customers to directly support charities and causes that make dramatic changes to so many people's lives."
Nicole Richie, Joel Madden and Benji Madden will kick off the program. Proceeds from their cup, featuring a custom-designed drawing representing their cause, will support The Richie-Madden Children's Foundation. The stars will join 7-Eleven representatives in early February, at a Beyond Shelter Neighborhood Resource Center in South Central Los Angeles to formally announce their partnership and cut the ribbon for the facility's new playground for young children.
"7-Eleven's Coffee Cup with a Cause program and its donation to The Richie-Madden Children's Foundation will help us provide a wonderful and safe atmosphere for children and their families at the new Beyond Shelter playground," said Nicole Richie.
While 7-Eleven is providing a guaranteed $250,000 minimum donation to each charity, donations could reach as high as $300,000, depending on the number of cups sold. Consumers can drive donations through the purchase of these celebrity-designed cups.
7-Eleven's Coffee Cup With a Cause program was first introduced at the 2009 Noble Awards, where Joel Madden was honored for his work with The Art of Elysium. The Noble Awards is a celebration that honors charities, celebrities and the work that they do.
The Richie-Madden Children's Foundation custom cups are available while supplies last at 7-Eleven's franchised and company-operated stores across the United States.
The Richie-Madden Children's Foundation's goal is to raise awareness and funds for successful local, national and international charities that improve the lives of children. The money raised from the Richie-Madden Coffee Cup with a Cause will fund special programs for children such as a playground recently constructed by Beyond Shelter in South Los Angeles.
From March 15 through the end of April, 7-Eleven will sell a cup styled by singer-actress Jennifer Hudson to benefit the Boys & Girls Clubs of America.
7-Eleven operates franchises or licenses more than 8,100 7-Eleven stores in North America. Globally, 7-Eleven operates franchises or licenses close to 37,500 stores in 16 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion.
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