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Rite Aid Foundation backs children’s TV creator

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CAMP HILL, Pa. — The Rite Aid Foundation’s KidCents program has donated $2 million to the Fred Rogers Co., the Pittsburgh-based nonprofit that creates the children’s program “Daniel Tiger’s Neighborhood” for the Public Broadcasting Service (PBS).

Rite Aid Fred Rogers Donation

William Isler of Fred Rogers Co. with Ken Martindale of Rite Aid

As part of the partnership, a Rite Aid Foundation underwriting spot will air before and after each episode of the Emmy-nominated animated series, which airs daily on the PBS KIDS ­channel.

“The mission of the Fred Rogers Co. perfectly aligns with the Rite Aid Foundation’s goal of supporting the health and well-being of children in the ‘neighborhoods’ we serve,” Ken Martindale, Rite Aid’s president and chief executive officer of stores, said in a statement.

“A beloved part of households nationwide, every day, Daniel Tiger and his friends are teaching young viewers important life lessons and social skills, helping them grow and learn,” Martindale said.

“Daniel Tiger’s Neighborhood” follows the adventures of 4-year-old Daniel Tiger and uses musical strategies grounded in Fred Rogers’ landmark social-emotional curriculum, Rite Aid noted. Through imagination, creativity and music, Daniel and his friends learn the key social skills necessary for success in school and in life.
William Isler, president of the Fred Rogers Co., expressed gratitude for the foundation’s funding decision, saying the support allows the company to continue to reach and connect with millions of young children and their families throughout the United States.

“Just as the Rite Aid Foundation’s KidCents program serves communities from coast to coast, “Daniel Tiger’s Neighborhood” is a close and trusted friend to preschoolers and their moms, dads and caregivers in communities nationwide, and we look forward to serving many more families in the years to come with the help of this generous donation,” Isler said.

The Rite Aid Foundation developed KidCents as a vehicle through which Rite Aid customers could help children in the communities that Rite Aid serves. Through KidCents, members of Rite Aid’s wellness+ with Plenti rewards program can round up their in-store or online purchases to the nearest dollar and give their change to one of more than 300 nonprofit groups focused on improving the health and wellness of children.


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