Heidi Klum Named as 2011 Trick-or-Treat for UNICEF Ambassador

Klum Encourages Kids to "Party for a Purpose" this Halloween for 61st Annual Campaign

NEW YORK, Aug. 23, 2011 /PRNewswire-USNewswire/ -- Today the U.S. Fund for UNICEF announced that top model, host and executive producer of Project Runway Heidi Klum is taking on yet another role, this time as the 2011 Trick-or-Treat for UNICEF Ambassador. Trick-or-Treat for UNICEF is one of the longest-running youth volunteer initiatives in America. For 61 years it has served as the original Kids Helping Kids® campaign for American children, providing them with an impactful way of making a difference in the lives of their peers in other countries.

As the 2011 Trick-or-Treat for UNICEF Ambassador, Heidi Klum will serve as the spokesperson for the first ever online Trick-or-Treat for UNICEF Costume Party. This new digital aspect of the campaign will allow UNICEF supporters to participate in Trick-or-Treat for UNICEF in a variety of fun, interactive ways. At trickortreatforunicef.org, supporters will be able to plan a Halloween party, share Trick-or-Treat for UNICEF stories, and create a virtual costume.

"I am excited to become part of a campaign that has such a special place in so many people's hearts," said 2011 Trick-or-Treat for UNICEF Ambassador Heidi Klum. "As a mom, I want my children to have everything they need to be safe, healthy and happy. I'm amazed at the work UNICEF does to provide vital support for children around the world—from education to nutrition, health care to clean water—in dire emergencies and all year round."

Heidi Klum joins a long line of celebrity supporters, including Selena Gomez, Sarah Jessica Parker, Alyssa Milano, Maya Angelou, Meg Ryan, Jane Curtin, Katie Couric and other notables who have served as spokespersons for Trick-or-Treat for UNICEF. Ms. Klum also has recorded a public service announcement in support of the campaign.

"We're thrilled to welcome Heidi Klum to the UNICEF family," said President and CEO of the U.S. Fund for UNICEF Caryl Stern. "For more than half a century, the young and young-at-heart have participated in Trick-or-Treat for UNICEF, inspiring generations to further the cause of child survival. With Heidi's support we hope we have affirmed that helping children and doing good is always in style."

In its 60-plus years, the Trick-or-Treat for UNICEF campaign has raised more than $164 million for UNICEF's lifesaving programs worldwide. It is estimated that hundreds of millions of kids and adults, spanning three generations of Americans, have trick-or-treated for UNICEF. The campaign got its beginnings more than 60 years ago when children across the United States were inspired to collect coins to help UNICEF aid children overseas who were enduring the after-effects of World War II.

Ever since then, Trick-or-Treat for UNICEF has been a powerful way for people to help provide vulnerable children with the essentials for a safe and healthy childhood. Today, with 22,000 children dying from preventable causes each day, that mission is as urgent as ever, and the campaign is just as vibrant.

This year the iconic orange Trick-or-Treat for UNICEF donation box receives a hi-tech makeover with the addition of a Microsoft Tag. This QR code technology allows anyone with a web-enabled smartphone to scan the tag on the box to donate to the Trick-or-Treat for UNICEF campaign. Boxes are available for pre-order at trickortreatforunicef.org.

Additionally, supporters can text "TOT" to UNICEF (864233) from any mobile device to make a $10 donation.

About UNICEF
UNICEF has saved more children's lives than any other humanitarian organization in the world. Working in more than 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 8.1 million in 2009. But still, 22,000 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.

About Trick-or-Treat for UNICEF
For more than 60 years, Trick-or-Treat for UNICEF has served as the original Kids Helping Kids® campaign. In 1950, children across America were inspired to collect coins for UNICEF to aid children abroad enduring the after-effects of World War II. It was not just a charity effort—it was a call to end the needless suffering of their more vulnerable peers around the globe. Since then, for generations of Americans, Trick-or-Treat for UNICEF has been a powerful way to make a difference in the lives of the world's children. Today, that mission is as urgent as ever, and the campaign is just as vibrant. Established as one of the longest-running youth initiatives in America, with more than $164 million raised to-date, Trick-or-Treat for UNICEF remains an inspiration to the young (and the young at heart) to further the cause of children everywhere. To donate or learn how to get involved visit trickortreatforunicef.org

SOURCE U.S. Fund for UNICEF