Sep 12, 2007 6:02 AM, PROMO Xtra

The Quaker Oatmeal Co. is using a little star power to encourage people to improve their heart health.

The company is teaming up with actress Cheryl Hines, of HBO’s “Curb Your Enthusiasm” to persuade 250,000 people to take the Quaker Smart Heart Challenge. For every person who signs up through February 2008, Quaker will donate $1 (up to $250,000) to the Larry King cardiac Foundation.

And for every pledge, people will be entered into the Heart of New York Getaway sweepstakes for a chance to appear with King in a new Quaker Oatmeal newspaper ads. Details are available at QuakerOatmeal.com.

Quaker kicked off the challenge by transforming an eatery in New York into a Quaker Smart Heart Café offering free cholesterol screenings, breakfast and tips on how to lead a heart-healthy lifestyle. Hines and King were on hand serving people Quaker Oatmeal and encouraging people to take the pledge.

The sweepstakes ends Nov. 30. Online marketing and PR supports the promotion.

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