To help celebrate Kids in Distressed Situations (K.I.D.S.)’s 25th anniversary, a 15-second Public Service Announcement will air on the Times Square 42nd Street CBS jumbo screen in New York City, encouraging people to make a US$25 donation to the charity that puts new merchandise into the hands of underprivileged and disaster-struck children.

The PSA, which will run 18 times daily from August 15 through October 15, instructs mobile phone users to text Happykids 25 to 27138 to donate. Each US$25 contribution helps pay for the distribution of US$250 worth of new apparel, shoes, toys, books, DVDs and more donated by licensors and consumer products manufacturers. An estimated1.5 million people view the screen every day.

In its 25th anniversary year, the charity’s goal for donated new product is US$100 million.

The PSA can also be seen on the K.I.D.S. website at http://www.kidsdonations.org.