Los Angeles, September 15, 2008: Nicole Richie and Joel Madden announced the launch of their "Text CHILD to 90999" fundraising campaign at a media event this week. The campaign will raise funds for kids-in-need. Richie and Madden's first goal is to build a playground at Beyond Shelter in Los Angeles.

This is the first celebrity-driven media launch in the US to utilize the new text message fundraising technology. Each text message will raise $5 for the cause, billed directly to the donor's phone bill.

The couple invited the media to play a pivotal role in the campaign, as Richie expressed today, "You can help us reach people. There are 250 million people with mobile phones in the US, and everyone can participate in helping kids-in-need."

Richie explained why they got involved, "We starting meeting people and learning about the extent of the problems. We met moms who had to decide between clean blankets for their newborns and bus tickets. At the most basic level – this isn't fair, this isn't right. We know there are organizations like Beyond Shelter that can use our help."

Madden described how their foundation would use the funds, "Our first goal is to build the playground. If TEXT CHILD to 90999 raises more than we need, we'll support the moms-in-need registry project we're developing and also a pediatric mobile health clinic with Children's Health Fund," Madden said, "Our world is facing plenty of problems–all intertwined and, sometimes, feeling hopeless. But, there is hope and there are solutions."

The couple also announced the launch of their foundation's collaboration with MySpace, the foundation's exclusive online promotional partner, to encourage MySpace users to get involved and to keep the public updated on the progress of the campaign.

In honor of its 25th anniversary, Marble Slab Creamery sponsored the launch event with an ice cream social for Beyond Shelter families and the media, and donated $25,000 to kick-off the campaign.