Thousands of joggers across China, running in families, have been taking part in a six-month program which converts every 1km they run into one yuan-worth of donation to children in some of the country's most poverty-stricken regions.

The project, "One Million Kilometers for One Million Donations", was launched by the US retail giant Wal-Mart and the confectionary brand Mars Cuixiangmi in support of the "Nutritious Meal" initiative, which is managed by the China Foundation for Poverty Alleviation.

Officials said the project's goal is to improve the nutritional wellbeing of young people in poor areas. It was promoted widely in Wal-Mart stores and via its social media platforms, including a page on its official WeChat account.