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 Ne-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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