Jul 20, 2011 • By

A special cereal box

6-year-old Noah Sowder of Brownsburg, Ind. is an almost 1st grader of few words. Well, at least when talking on the phone with me.

When I asked him what his friends think of him having his picture on a cereal box, he simply said “They say I look nice.”

Looks nice, indeed.

People in several Indiana cities can visit a Kroger store right now and purchase a twin pack of Cheerios and Trix cereals with Noah’s photo on it, while supplies last. That purchase will add another dollar to a campaign by General Mills and Kroger to support the “Race for Riley” this month, which benefits Riley Hospital for Children in Indianapolis.

It is the first time General Mills has featured a Riley patient on a cereal box for the annual campaign.

Noah’s mom, Amanda, says he thinks it’s pretty cool to be on the box. She elaborates in this audio clip:

Noah receives treatment at Riley Hospital for a rare autoimmune disease. And he’s in remission from cancer.

Amanda says Riley has had a huge impact on Noah’s future.

General Mills, Kroger, the Riley Children’s Foundation and race car driver John Andretti – who used to drive the Cheerios car – are once again teaming up on the “Race for Riley.” Andretti helped start the campaign 14 years ago.

Steve Wilks, a customer account manager for General Mills, told me Riley Hospital deserves all the help the campaign provides.

In addition to the cereal twin pack, Kroger customers also can purchase Cheerios car-themed “balloons” at the checkout for a $1 donation to Riley. In return, they get General Mills coupons worth $4.

Next week, the “Race for Riley” shifts into high gear with several events, including the annual go-kart race in New Castle, Indiana.

The campaign expects to raise more than $400,000 this year!

For more information, visit Race4Riley.com. You also can visit the Facebook page for the campaign.