America's Promise: The Alliance for Youth&ndash;a nonprofit organization headed by General Colin Powell was featured on the backs of Kellogg corn flakes and rice krispies boxes throughout 1998. The America's promise logo is a little red wagon, as described by Colin Powell, symbolic of filling wagons with dreams, "<em>every child should have a little red wagon</em>" Kellogg&rsquo;s is also a participant in the &ldquo;Komen Race for the Cure.&rdquo; In 1998, Kellogg&rsquo;s launched a national &ldquo;You Can Make a Difference Award,&rdquo; which is presented during the award ceremonies at each race to women who have supported survivorship issues and are committed to educating the public.