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One Million Seconds to Light Up One Million Neurons for Kids Company

Mon, 09/27/2010 - 7:28am
Camila Batmanghelidjh, the inspirational founder of Kids Company, the charity that supports neglected, traumatized and abused children, is challenging the nation to light up one million neurons in just one million seconds for its most ambitious fundraising campaign to date, Kids Company's Peace of Mind. Kids Company has created an astonishing online virtual brain comprising one million neurons that harnesses social media and social networks in a unique way. The competition is on to see who can light up the largest cluster of neurons in the fastest possible time.

The campaign has already attracted stellar support with the likes of Stephen Fry, Ruby Wax, Rowan Atkinson and Richard Branson. Supporters go online and light up a neuron for GBP5 and are then encouraged to ask everyone within their own social networks to do the same. The neurons connect together to form clusters that grow and grow.

The idea is to create a highly competitive environment where individuals, celebrities, radio broadcasters, media groups and corporations pit against each other to grow their clusters fastest and help light up the entire brain in one million seconds, equivalent to 11.57 days. The campaign formally launches at 06:00 on Monday 27 September and aims to light up the brain by 19:40 on Thursday 7 October.

Camila Batmanghelidjh, chief executive of Kids Company, says, "This is one of the most exciting fundraising campaigns we've undertaken. Driven virally via social media and networks, we hope our neurons will be snapped up from New Cross to New York. With such a limited number of neurons available we believe it's quite possible the entire brain will light up even before the million second target. Every neuron brings us closer to transforming the lives of vulnerable children everywhere."

The aim of Kid's Company Peace of Mind campaign is to find out, through neuroscientific research, exactly how children's brains are damaged by abuse, neglect and trauma; and develop therapies that will help repair this damage and reduce crime and violence and their attendant social and financial costs.

To donate (and join Camila's group) text kidspeace to 70700 or go to the brain http://www.kidspeaceofmind.org.

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