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The W.K. Kellogg Foundation Awards a $3 Million Grant to the Center for The Next Generation

Funding Will Support “Too Small to Fail”, a Campaign to Inform the Public about the State of America’s Children and the Need to Invest in the Next Generation

SAN FRANCISCO, CA – Today, The Center for the Next Generation announced that it has received $3 million from the W. K. Kellogg Foundation for Too Small to Fail, a multi-year, non-partisan national public information campaign to raise awareness about the troubled state of America’s children and how the country can come together to create a stronger future for the Next Generation.  The goal of the campaign, which will launch in November 2012, is to provide America’s Next Generation with the resources and skills necessary to succeed in today’s competitive global economy. 

“Now is the time to confront the problems threatening our children, our families – and America’s future,” said Matt James, President and CEO of The Center for the Next Generation.  “The Kellogg Foundation’s tremendous support significantly increases our ability to communicate with the public and encourage policymakers, business leaders and other stakeholders to support the kinds of policies and programs that will help the Next Generation of Americans be successful. We are grateful that Kellogg Foundation shares the same goals for our children and that they are standing behind the Too Small to Fail campaign.”  

The Too Small to Fail campaign, which has support from some of the country’s largest and most important children’s advocacy organizations, will ask for personal, private and public commitments to America’s children.  The campaign will focus on five issues that affect America’s children, including the country’s faltering education system and the impact of student debt; increased childhood poverty; the struggles of working parents; the impact of today’s digital media environment on families; and the increased number of young people living with chronic disease.  In addition to Kellogg Foundation’s support of the campaign, the Ford Foundation has provided $500,000 for the campaign.  The Center for the Next Generation received its core support of $15 million over five years from the TomKat Foundation.

“As budgets are getting slashed from City Halls to State Houses to Capitol Hill, it is our country’s next generation that is getting hurt the most, which is not good for the future of America” said Ann O’Leary, Director of the Children & Families Program at The Center for the Next Generation.  “From our education system that is failing to prepare students for the jobs of the 21st century to our workforce policies that don’t support parents that need to leave work to take care of a sick child, our country’s most valuable asset – the next generation – is getting left behind.  We are grateful for this generous support from Kellogg Foundation that will help us put children’s issues on the radar of Americans so that together we can change the dialogue in this country and put children first.”  

The Too Small to Fail campaign will mobilize a wide range of public and private-sector partners in a united response to the challenges facing America’s Next Generation. Tactics will include advertising across media platforms, including television, print, radio and outdoor; a robust social media campaign; an interactive online presence, including expert blogs, web resources for parents and a platform to upload photos and videos that tell personal stories of families; town hall meetings with parents and opinion leaders; research reports, produced by the Center in collaboration with other major research institutions and affinity groups; annual surveys of parents about their concerns for kids; and, advocacy for real solutions.

“Children are the future and we owe it to families and to the future prosperity of our country to provide them with a path to success,” said Sterling Speirn, President and CEO of the Kellogg Foundation.  “As poverty rates are jumping and access to a quality education and quality health care is eroding, that path to success has narrowed significantly.  We are pleased to support The Center for the Next Generation’s campaign that will help ensure children’s issues become a top priority in America.”


About the W.K. Kellogg Foundation

The W.K. Kellogg Foundation (WKKF), founded in 1930 as an independent, private foundation by breakfast cereal pioneer, Will Keith Kellogg, is among the largest philanthropic foundations in the United States. Guided by the belief that all children should have an equal opportunity to thrive, WKKF works with communities to create conditions for vulnerable children so they can realize their full potential in school, work and life.  For more information, visit


About The Center for the Next Generation

The Center for the Next Generation is a nonpartisan think-tank and strategic communications organization that supports programs and policies that benefit the Next Generation of young Americans. Driven by high-quality research and data, the Center uses targeted communications to drive the development of an advanced energy economy and to build support for ensuring that America’s young people grow up healthy, are properly educated and well-prepared for the workforce. The Center believes that these are the keys to a stronger, more prosperous America. For more information about the Center for the Next Generation, visit

Contact: Lisa Cohen, 310-395-2455

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