• May 10, 2007

Tupperware is launching a new "Chain of Confidence" campaign in partnership with actress Brooke Shields.

Shields is challenging women to share their own inspirational stories of how friendships and connecting with other women have increased their confidence at ChainofConfidence.com.

Tupperware is sponsoring Boys & Girls Clubs of America's SMART Girls, a program dedicated to promoting self-confidence and healthy lifestyles in young girls ages 8-17. Tupperware will donate $1.5 million over the next three years to the program.

At ChainofConfidence.com, women can link to the chain and join an online discussion of how friendship has had a profound effect on their self-confidence. Visitors will also have the opportunity to contribute to the SMART Girls program by purchasing a limited-edition Tupperware product, with $5 of the proceeds going directly to SMART Girls.

As part of Tupperware's partnership with Brooke Shields, she will host her own Tupperware party in Los Angeles this year to support Chain of Confidence. A portion of the proceeds from the party will be donated to support Boys & Girls Clubs of America's SMART Girls program.

--Karl Greenberg