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Ford Joins General Mills Program For Schools

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(credit: Justin Sullivan/Getty Images)

(credit: Justin Sullivan/Getty Images)

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DETROIT (AP) — Ford Motor Co. will donate money to designated local schools when people buy its cars or watch online videos this fall.

Ford said Monday it’s teaming up with cereal maker General Mills Inc., whose “Box Tops” program donates money to schools when consumers turn in codes on participating products.

This is the first time General Mills has teamed up with an automaker. Ford expects to donate $1 million through the program, which will give people “box top” equivalents for watching Ford videos or ordering brochures. People who buy a Ford product will earn 250 box tops, or around $25.

Matt VanDyke, Ford’s U.S. marketing director, said he started planning the program about a year ago. He said Ford will see how people react to the program before deciding whether to extend it.

“Instead of doing a bake sale where you raise $300, this gives you really meaningful funding on a short-term basis,” he said.

(© Copyright 2011 The Associated Press. All Rights Reserved. This material may not be published, broadcast, rewritten or redistributed.)

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