Nickelodeon UK has marked the 10th anniversary of Dora the Explorer being on air by launching a new funding initiative open to the general public.
Called Dora’s Beyond the Backpack Foundation, the scheme invites funding applications from those seeking adventure, asking that they explain why such an experience is important to them.
The initiative is part of Nickelodeon’s global CSR campaign known as Nick’s Big Help. Research by Nickelodeon has revealed that as many as seven out of ten parents believe their children have no sense of adventure.
Supporters of the campaign, who have designed Dora the Explorer backpacks to be auctioned by UNICEF, include Jade Jagger, Salma Hayek-Pinault; Matthew McConaughey, Camila Alves, Shakira; Sheryl Crow and Slash.
“I think its great the Foundation has been set up to help everyone embrace their sense of adventure,” said Jade Jagger.
Nickelodeon MD Tina McCann was keen to outline the aims of the scheme.
“We’re delighted to announce the launch of this pro-social initiative which encourages people to embrace Dora’s spirit in her birthday year. It’s about empowering kids and families to share experiences and learn new things,” she said.
“Nick’s Big Help aims to encourage kids and families to be happy, healthy and aware of the world around them.”