The Wm. Wrigley Co. and National Basketball Association Cares, the charitable arm of the NBA, have introduced a charitable initiative to combat child abuse.

Wrigley’s “Double-Double Challenge” is a campaign designed to support Prevent Child Abuse America, a national nonprofit advocacy group. Through April 16, Wrigley’s will donate $50 to PCA America each time an NBA player records a “double-double” in a game, that is, double-digit numbers in any statistical category (e.g., points and assists).

People can participate by logging on to http://www.wrigleysdoubledouble.com and making a financial pledge for each “double-double” recorded through the remaining 392 NBA regular season games.

Wrigley’s tipped off the effort with a $10,000 contribution to PCA Louisiana during a press conference with NBA Cares and PCA America executives prior to a basketball clinic in New Orleans this past weekend. The clinic, featuring NBA All-Star Brandon Roy, was an event linked to the NBA Jam Van presented by Wrigley’s during the NBA All-Star Weekend festivities.

NBA Cares is the league’s social responsibility initiative supporting arrange of causes, including UNICEF, the Make-A-Wish Foundation and the Global Business Coalition on HIV/AIDS, Malaria and Tuberculosis.

“We’re honored to launch the Wrigley’s Double-Double Challenge during this weekend push to help revitalize family, educational and recreational programs in post-Katrina New Orleans,” said Paul Chibe, Wrigley’s vice president of consumer marketing, in a statement.

Funds raised in the effort will support the research, advocacy and outreach efforts of PCA America.

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