Continuing the grassroots of its “Feeding Dreams” program’s legacy of celebrating everyday heroes who are doing extraordinary things, General Mills is expanding its reach from four to 10 southeastern US markets to recognize Black Community Champions who selflessly volunteer to improve their neighborhoods.

«Feeding Dreams,» which is now in its third year, highlights Community Champions who invest their time, energy and talents to make improvements at the local level. Their compassion for their neighbors is paired with a deep-rooted passion for creating healthier communities; and their service initiatives range from youth mentoring to volunteer training to creating support networks for troubled individuals.

The Feeding Dreams campaign launches in Atlanta, Birmingham, Charlotte, Columbus, Jacksonville, Jackson, Memphis, Miami, New Orleans and Norfolk now through October 31, 2010. In addition to the impactful community relations component, the integrated multicultural marketing campaign includes digital, public relations, event sampling, in-market advertising and retail visibility.

At FeedingDreams.com, visitors are encouraged to vote once per day for their favorite Community Champion. The individual who garners the most votes at the end of the voting period will receive a $10,000 grant to benefit the charity of his or her choice; followed by the second-place winner who will receive $5,000; and a third-place champion who will receive $3,000. The remaining champions will receive $2,000 grants respectively for their designated charities. All nominees receive a $500 check as acknowledgement of their community service.