Competitor Accuses Cancer Charity of Not Playing Fair in Pepsi Philanthropy Contest

The Kanzius Cancer Research Foundation’s recent involvement in the Pepsi Refresh Contest has drawn criticism from supporters of an Illinois elementary school who claim Kanzius gathered votes in a way that defied the contest’s rules.

After voting closes at midnight tonight, Pepsi will choose two top contestants that come up with the best ideas on how to improve their neighborhoods, towns, or cities, and award them each a $250,000 grant.

Benld Elementary School was in the top two slots for about a month. But now at the top is the Erie cancer charity Kanzius, which came from its ranking at 100th place to land in first, creating suspicion among competitors.

Mark Cunningham, a Benld parent, said in an article by the St. Louis Post-Dispatch that some people gathering votes for Kanzius have asked supporters to set up 100 or more e-mail addresses and to vote from each of them daily. He noted the contest rules, which state that “you may vote up to 10 times per account per day, but each vote must be for different projects.”

A Benld fifth-grade teacher, Jennifer Parker, also said apparent supporters of Kanzius left demeaning comments on the school’s contest Web site, such as, “I hope you get cancer” and “you’re selfish.”

“Proxy” voting — setting up dozens of e-mail accounts to be able to vote several times a day — is “skirting the spirit” of the contest rules and is discouraged, according to Nicole Bradley, a Pepsi spokeswoman in an interview with the St. Louis Post-Dispatch. She added that the site is monitored by an outside company to ensure a fair, accurate count of votes.

Kanzius officials have disputed the accusations, saying the charity relies solely on the grass-roots efforts of people around the country and guerrilla marketing. Mark Neidig, executive director, also stated on Kanzius’ contest Web site that he was “gravely disappointed” in the comments made by some of his group’s supporters about opponents.

“The greatest advantage we have is the thing we’re trying to fight and that’s cancer,” Mr. Neidig told the St. Louis Post-Dispatch. “Cancer has touched everyone. From a marketing perspective, it’s an effective way to get to an individual.”

Kanzius has used Facebook and Twitter to get the word out about the voting. The charity has also teamed up with other cancer organizations competing in the same contest but under different categories, to support and vote for one another.

In addition, Kanzius recently held a rally, and the Erie county executive declared a Kanzius Cancer Research Foundation Day, aimed at bringing in more votes for the group.