Trick-or-Treat for UNICEF Celebrates 60 Years of America's Youth Making a Difference Throughout the World

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May 26, 2010, 09:00 ET

NEW YORK, May 26 /PRNewswire-USNewswire/ -- For the 60th consecutive year, the U.S. Fund for UNICEF will launch its time-honored Trick-or-Treat for UNICEF campaign this fall. UNICEF Ambassador Selena Gomez, star of the upcoming summer blockbuster 'Ramona and Beezus', as well as Disney's Emmy Award winning Wizards of Waverly Place will return as Trick-or-Treat for UNICEF spokesperson.

For 60 years Trick-or-Treat for UNICEF has served as The Original Kids Helping Kids® campaign for generations of American children providing them with the most impactful way of making a difference in the lives of the world's children. Children across the nation were inspired to collect coins for UNICEF to aid kids recovering from World War II. Trick-or-Treat for UNICEF pioneered service learning by educating young people about their peers in developing countries all around the world and engaging them in hands-on activities to raise awareness and much needed funds.

"For American children and parents, Trick-or-Treat for UNICEF offers an impactful way to make a difference in the lives of vulnerable children" said Trick-or-Treat for UNICEF Spokesperson and UNICEF Ambassador Selena Gomez. "Trick-or-Treat for UNICEF was created to support UNICEF, which has saved more children's lives than any other humanitarian organization in the world."

While carrying the orange collection box door-to-door is the traditional way to contribute to Trick-or-Treat for UNICEF, supporters can also host Halloween parties, bake sales, car washes, or make a $5 donation by texting the word "TOT" to UNICEF (864233) on their mobile phone. The iconic orange collection box may be picked up in all Toys "R" Us and Babies "R" Us stores nationwide beginning in September.

"The messages we receive as a child stay with us a lifetime. As a Mom, and as the CEO and President of the U.S. Fund for UNICEF, I am thrilled to empower American children by supporting one of the longest-running youth volunteer initiatives in America -- Trick-or-Treat for UNICEF" said Caryl Stern. "We can inspire the next generation of America's leaders by helping them learn the benefits of giving back. Kids helping kids – it doesn't get much better than that!"

HGTV is pleased to join once again the U.S. Fund for UNICEF as the national media sponsor of the Trick-or-Treat for UNICEF campaign. This year, HGTV will highlight Trick-or-Treat for UNICEF in a prime time Halloween television special airing during October, and include Trick-or-Treat for UNICEF in the Halloween section of HGTV.com.

Trick-or-Treat for UNICEF has raised nearly $160 million for UNICEF's lifesaving programs worldwide. The campaign owes its success over the years not only to the children, parents and educators who have taken the initiative to participate, but also to a wide array of companies and organizations that serve as invaluable partners. The U.S. Fund for UNICEF is grateful for the longtime support of Key Club International and Coinstar, Inc and is pleased to announce that Playbill and The Broadway League have joined as supporters of the campaign.

For more information please visit www.trickortreatforunicef.org

About UNICEF

UNICEF has saved more children's lives than any other humanitarian organization in the world. Working in over 150 countries, UNICEF provides children with health care, clean water, nutrition, education, emergency relief, and more. The U.S. Fund for UNICEF supports UNICEF's work through fundraising, advocacy, and education in the United States.

UNICEF is at the forefront of efforts to reduce child mortality worldwide. There has been substantial progress—the annual number of under-five deaths dropped from 13 million in 1990 to 8.8 million in 2008. But still, 24,000 children die each day from preventable causes. Our mission is to do whatever it takes to make that number zero by giving children the essentials for a safe and healthy childhood. For more information, visit www.unicefusa.org.

SOURCE U.S. Fund for UNICEF