Kelly Rowland is known to be an avid philanthropist and a supporter of giving back to the community. She even co-founded the “Survivor Foundation” alongside former bandmate Beyoncé Knowles. This time around, Rowland is supporting a technology that helps both privileged and under-privileged children all around the world.

Posting to her Instagram page, Rowland shared a collage of fellow singer Pink and the wristband she is promoting. Along with the photo, Rowland, a mother of one herself, wrote, “A great Christmas gift to motivate kids to get active & help malnourished children around the world. #unicefkidpower bands available at @target.”

She went on to explain Pink’s role in this and what the band does. Pink, who also has a child of her own, is the National Spokesperson for UNICEF’s Kid Power campaign, which, according to Rowland, is designed “to educate the public about children who are malnourished around the world.” The band allows children to “go on missions, earn points and unlock therapeutic food packets for severely malnourished children around the world.” Also adding that the item is not just for kids, Rowland encouraged adults and their families to get involved and give back with this campaign.


Some followers were all for this new initiative, like one person who said, “This is a great idea, I have children and eating healthy and staying fit is very important to me… It’s wonderful to see people caring about kids weight and health. Honestly [sic].” However, there were also some people who didn’t exactly think this was a good idea. One wrote, “Sounds like Unicef has turned poverty awareness into a game? Surely there’s got to be a less comical way?”

Whatever the motivation behind this campaign may be, both Kelly Rowland and Pink definitely support this Star Wars-themed device, and as Target’s Laysha Ward (the company’s chief corporate social responsibility officer) said, their main aim is to “focus on youth wellness, both in and out of school, and engage a whole new generation in being global citizens.”

Kelly Rowland, Instagram post, November 5, 2015.
Mahoney, S., “Target, UNICEF Create First Wearable For Hunger,” MediaPost web site, October 16, 2015.

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