Starwood's simple idea makes a huge difference for children

A simple yet remarkable fundraising concept launched nearly a decade ago has raised $10 million globally to help the world's most vulnerable children.

Known as Check Out for Children, the concept was initiated by Robert Scott, Vice President and General Counsel of Starwood Hotels and Resorts (Europe, Africa, and Middle East) and launched by former actor Sir Roger Moore, a UNICEF ( United Children's Fund ) Goodwill Ambassador. Under the scheme, guests staying at any participating hotels from Starwood Hotels and Resorts are invited to add USD$1 to their bill when they check out.

Today, Starwood Hotels & Resorts - Sheraton, Westin, Four Points by Sheraton, St Regis, The Luxury Collection and W Hotels - have raised a total of nearly $10 million globally and $4 million in the Asia Pacific region since the program started.

One hundred percent of all funds raised through this program are sent direct to UNICEF to support immunisation programs for the world's children.

Two decades ago, just five per cent of children in the developing world were immunised against the six killer childhood diseases - diphtheria, measles, pertussis, polio, tetanus and tuberculosis. Since then, with the support of many organisations and individuals around the world, immunisation has become an incredible success story. Over 100 million children are now immunised annually, saving three million young lives each year.

"Check Out for Children has contributed many millions to save children's lives," said UNICEF Australia President Diana Hill. "By playing an active part in addressing global social issues, Starwood has embraced the concept of corporate social responsibility - a critical ingredient if the world is to meet the development goals we've set ourselves".

"Starwood has made a difference not only for the people directly involved, but for our staff, customers and the community as a whole," said Miguel Ko, President, Starwood Hotels & Resorts, Asia Pacific. "This is very much in line with what our Starwood Asia Pacific organisational culture, Starwood Cares, is all about. With Starwood Cares, we always endeavour to bring joy, care and excellence to our associates, guests and community," said Ko.