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General Mills gets ready to open its pocketbook for the American Cancer Society in a program titled "Spoonfuls of Hope." Also involved in the effort are renowned athletes and cancer survivors Arnold Palmer and Lance Armstrong, who appear on special boxes of Cheerios, Total and Wheaties cereals. For every "Spoonfuls of Hope" card the consumer sends in from the box by Oct. 1, General Mills will donate 50› to the cancer society, up to $1 million. Saatchi & Saatchi, New York, created a supporting spot with Mr. Armstrong, and DDB Worldwide, Chicago, supplied one with Mr. Palmer.
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