Breakfast is the most important meal of the day, yet the alarming reality is that one in four children live in homes where food is not always available, sometimes making breakfast hard to come by.

Now, Battle Creek-based Kellogg Co. has partnered with Action for Healthy Kids to launch the “Share Your Breakfast” program to encourage Americans to help children who might otherwise go without.

For every breakfast photo or description uploaded to, or sent via text with the word “share” to 21534, from now until July 31, 2011, Kellogg’s will help increase participation in school breakfast programs.

The goal is to help share one million breakfasts during the 2011-2012 school year.

The announcement came on Tuesday, National Breakfast Day, a day to celebrate the power of breakfast.

“Kellogg’s believes in the power of breakfast and its ability to help bring out the best in each day,” said Doug VanDeVelde, senior vice president of marketing and innovation at Kellogg Company. “If more schools can offer breakfast to their students, students will be better equipped to reach their potential, both inside and outside the classroom.”

Action for Healthy Kids was created in 2002 in response to then-U.S. Surgeon General Dr. David Satcher’s public call to action to work with schools to fight the national epidemic of childhood obesity. Today, as a leading national nonprofit and volunteer network, one of Action for Healthy Kids’ key initiatives is to provide funding directly to school districts and schools to expand or initiate innovative breakfast programs to increase the number of children who start the school day with a nutritious breakfast.¬†

“At a time when communities across the country are struggling with budget cuts, organizations such as ours are seeing an increased need for school breakfast programs,” said Rob Bisceglie, executive director of Action for Healthy Kids. “The Kellogg’s Share Your Breakfast program offers people across the country an easy and free way to help get involved to help fund our mission to ensure that school kids have access to the proper nutrition.”

Here’s how Kellogg Share Your Breakfast works:

* Upload your breakfast photo or description to
* Or text your breakfast photo with the word “share” to 21534¬†
* Tweet a description of your breakfast with #ShareUrBreakfast

Kellogg is driving attention to the Share Your Breakfast program through a large-scale, fully integrated marketing campaign of print, broadcast, digital and social media.

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