When it comes to children, time is money for Kellogg employees from Madrid to Memphis who are donating their last hour's earnings of 2000 to support children's projects. This worldwide initiative, called "Children's Hour," encourages working people to focus on the needs of children for the new year by pledging their last hour's earnings of the current year to help children thrive.

Kellogg Company is one of the founding sponsors of Children's Hour, which is administered by the International Youth Foundation (IYF) in Baltimore, Md. Last year, Kellogg Company and its employees raised almost $75,000 for the first global Children's Hour initiative.

Children's Hour campaigns are under way at 25 Kellogg locations across the United States and the world, including Venezuela, Korea, Italy and Mexico. Employee donations will support IYF partner programs such as the China Youth Development Foundation and Big Brothers/Big Sisters. Kellogg's Corporate Citizenship Fund will match the funds raised by Kellogg employees on a two-for-one basis.

"As a global company, our success in the future is closely tied to the health and well-being of young people around the world," said Carlos Gutierrez, president and chief executive officer, Kellogg Company. "To have strong markets, we must ensure that children everywhere have the support and skills they need now to become productive, contributing adults."

All Children's Hour funds raised in developing countries will remain in those countries to benefit domestic programs. Two-thirds of the money raised by Kellogg campaigns in developed nations such as the United States, Japan and Germany will remain in those countries, while one-third will help support international programs.

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