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Coca-Cola partners with Né-Yo’s Compound Foundation
Grammy Award-winner and philanthropist Né-Yo, fashion designer, Tracy Reese, and Essence president, Michelle Ebanks, are joining Coca-Cola in a new Black History Month programme urging African Americans to ‘pay it forward’ to the next generation.
The brand is celebrating Black history being made, and aims to cultivate history yet to come, with the launch of ‘Coca-Cola Pay It Forward.’
The programme includes a public service challenge and online contest offering teenagers apprenticeship experiences with Né-Yo, Reese and Ebanks. ‘Coca-Cola Pay It Forward’ is designed to inspire African Americans to take an active role in empowering today’s youth to become tomorrow’s history makers, the company said.
“‘Coca-Cola Pay It Forward’ charges each of us with the responsibility to advance the next generation,” said Kimberly Paige, assistant vice president, African American marketing group, Coca-Cola North America.
“By drinking and supporting Coca-Cola, our consumers make it possible for us to pay it forward with this one-of-a-kind opportunity. We strongly encourage moms and dads to participate in the mission — simply by nominating their teens for the unique apprenticeship experiences. We also invite the rest of the country to pay it forward to young people in their homes and communities — helping them to achieve their education and career goals this Black History Month and beyond,” she added.
In addition to awarding the national celebrity apprenticeship experiences, Coca-Cola will leverage corporate and community partnerships to provide local opportunities in select cities, including Atlanta, Memphis, Detroit, Birmingham and Chicago (US), expanding the programme’s reach.
Source: The Coca-Cola Company
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