Yoplait Seeks Breast Cancer 'Champions'

General Mills has begun its second annual search for breast cancer survivors as part of its Yoplait Champions program.

The fall effort is a joint promotion with the Susan G. Komen Breast Cancer Foundation and Self Magazine. Consumers go to Yoplaitusa.com to nominate themselves or a friend who has fought breast cancer or worked on behalf of cancer patients. Yoplait will choose 25 Yoplait Champions and donate $1,000 to each champion's charity of choice.

Nominations are accepted Sept. 19 through Oct. 31; entrants submit an essay describing their nominees' sustained commitment to fighting breast cancer. Cause marketing shop Cone Communications, Boston, handles.

The search dovetails with Yoplait's eighth annual Save Lids to Save Lives promotion that puts pink lids on yogurt cartons to trigger donations to the Komen Foundation. Consumers collect lids, then mail them to General Mills by yearend; Minneapolis-based Mills will donate 10 cents per lid, up to $1.5 million (with a minimum donation of $500,000).