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Coca-Cola urges African Americans to 'Pay It Forward' in Black History
Month
(February 3, 2012) Grammy Award-winner and philanthropist Ne-Yo, fashion
designer Tracy Reese and Essence president Michelle Ebanks are joining
Coca-Cola in a refreshing new Black History Month program urging African
Americans to "pay it forward" to the next generation.
The world's most recognized brand celebrates Black history being made
today, and aims to cultivate history yet to come, with the launch of
"Coca-Cola Pay It Forward." The program includes a public service
challenge and online contest offering teens once-in-a-lifetime
apprenticeship experiences with some of today's leading celebrity
history makers -- 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.
"'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."
Parents can go to My Coke Rewards (www.mycokerewards.com/payitforward)
and nominate their child, age 16-19, for a chance to win an apprentice
experience. The four "mom approved" and "teen endorsed" apprenticeships
will focus on the following areas: fashion (Reese), business (Ebanks),
music/entertainment and community/philanthropy (Ne-Yo).
Winners will spend a week this summer in New York City or Atlanta being
mentored by and shadowing their celebrity history makers and teams.
Teens are also invited to nominate themselves. The contest runs through
March 15.
"We have all benefitted from those who came before us; our success
stands on their shoulders," said Ne-Yo, recording artist, songwriter,
producer, actor and founder of The Compound Foundation. "Without my mom
and mentors, I wouldn't be where I am today. I am happy, through my
charity, The Compound Foundation, to partner with Coca-Cola and help pay
it forward to the next generation."
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, expanding the
program's reach.
Coca-Cola urges African Americans to join in its national movement to
pay it forward to the teens in their lives by helping them achieve their
education and career aspirations. A public service announcement
featuring Ne-Yo will run on radio stations across the country issuing
the "Pay It Forward" challenge.
Paige encourages every adult to become involved with a youth by:
mentoring; offering inspirational words; helping with homework; and
exposing him or her to different career opportunities. The public is
invited to share ways it is paying it forward this month by posting its
contributions on Twitter and using the hashtag #PayItForward.
Go to Target Market News homepage
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