Timed to coincide with Mother’s Day, the contest involves voting online for which three cities will receive funding for summer feeding programs, while Colgate will provide support to all ten cities taking part.

Managing Director of Share Our Strength Pat Nicklin said: “Sadly, less than 10 percent of children eligible for summer feeding programs participate. Colgate's generous support and its 'Share Mom's Love' contest will generate awareness of childhood hunger and the importance of summer feeding programs. This campaign will also help nourish children across the US, allowing them to return to school healthy and ready to learn.”

Registered users can vote online at www.colgate.com/sharemomslove until May 10.