MINNEAPOLIS (AP) _ Bicyclist Lance Armstrong and golfer Arnold Palmer, both cancer survivors, are featured in a General Mills campaign to raise money for cancer research.

The cereal company said Tuesday it will donate up to $1 million to the American Cancer Society, 50 cents for each card mailed in by Oct. 1 from the outside of specially marked boxes of Cheerios, Wheaties and Total.

Armstrong, a survivor of testicular cancer, and Palmer, who had prostate cancer, will appear on Wheaties boxes and in TV commercials.

The campaign is the first on-package fund-raising effort by the American Cancer Society and marks the first time the organization has partnered with a food company, General Mills said.