Kids in Distressed Situations (K.I.D.S.), Inc., unveiled its plan to project a 15-second PSA on a jumbotron in Times Square. Beginning August 15 and continuing until October 15, mobile phone users who text “HAPPYKIDS 25” to 27138 will trigger a $25 donation to its cause. According to K.I.D.S., each $25 donation will help distribute $250 worth of donated products to children and parents. The PSA will run in Times Square on the CBS Spectacular jumbotron facing the north side of 42nd Street between 7th and 8th Avenues.
As part of the organization’s 25th anniversary, K.I.D.S. also hopes to raise $100 million worth of products for distressed and underprivileged children, including basic necessities, toys, clothing, and other comforts.