Join My Village to Fight Poverty in Africa

Join My Village, a “click to commit” social change initiative, is launching the second year of its online community with a new partner: American country music singer and songwriter Lee Ann Womack.

Individuals will have the power to release up to $500,000 of General Mills’ charitable dollars for economic and educational opportunities for women and girls in Malawi.

The campaign is a partnership between General Mills and leading international humanitarian organization CARE.

[ Also Read: Population of African Cities to Triple: UN ]

Users can visit to learn more about girls and women in Malawi and be a part of the change in their future.

Watching a video about a girl’s new opportunity to attend secondary school, reading a story of a woman starting her own business, or listening to a sample of African music from a Malawi village enables users’ ‘clicks’ to release donations from General Mills.

[ Also Read: Celebs Join Hands to Combat Hunger in the U.S. ]

In addition, General Mills will match all individual donations dollar for dollar, up to the $500,000 goal. Through videos, photos and frequent blog posts from Malawi, participants can follow the real impact being made every time they take an online action to “click-to-commit” General Mills’ dollars, or make their own personal donation.

[ Also Read: Visa Supports the Click for a Cause Program ]

“We believe that if more people are simply aware of the issues, stories, and people of Malawi – even if it’s only through watching a video or listening to a song – more positive, sustainable change can happen,” said Ellen Goldberg Luger, VP of General Mills Community Action.

[ Also Read: Celebrity Couple to Help Poor Families in India ]

“As a mother of two girls, I see the opportunities that education has created for my daughters’ future,” said Lee Ann Womack.

“I believe that every girl in the world has unlimited potential and by supporting Join My Village I know we can provide girls with opportunities to learn, achieve and improve their future.”

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Womack will appear in a public service campaign, various events and social media activities to raise awareness. Womack has also set a goal of rallying 100,000 of her fans to join the effort during her upcoming 18-city tour with George Strait and Reba McEntire next year.

Malawi is one of the poorest countries in Africa, with 40 percent of the population below the poverty line. Life expectancy is 44 years of age. Only 50 percent of Malawian women are able to read and write.

General Mills is one of the world’s leading food companies.

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Rakesh Raman