Rite Aid added to its charitable activity this fall by launching "KidCents," an ongoing program benefitting children’s health and well-being causes.Window clings, stanchion signs and other P-O-P materials encourage shoppers to round up their receipts to the nearest dollar so the difference can be donated to organizations providing health, medical, educational or mentoring services to children. Organizations currently identified as beneficiaries are Leg Up Farm, Children’s Miracle Network, Marathon Kids, Boys Hope Girls Hope, Alabama Ear Institute, Joshua Group, Kurn Hattin Homes and Cradle Beach.Wellness+ loyalty cardholders are encouraged to register on riteaid.com to have all purchases made with their cards automatically rounded up. Display ads in various areas of the site link to a sign-up page.Additionally, bilingual brochures distributed in stores provide details about the program. TV spots airing locally in markets such as Seattle and San Francisco and an informational video on the retailer’s YouTube page also encourage participation. (See below.)The program's promotional microsite notes that the "Rite Aid Foundation has chosen children's health and well-being as the core focus of our charitable giving.”