OPPORTUNITY
Pepsi was not being looked upon favorably by community leaders for not doing enough in the communities they served. SJPR’s insights developed a program to recognize and highlight the importance of promoting education and leadership among Chicagoland’s Hispanic youth and adults.
- Reward and recognize Hispanic youth and community leaders for their achievements and contributions to the Hispanic community.
- Personalize Pepsi-Cola’s corporate identity and responsibility within the Hispanic community.
STRATEGY
SJPR contacted the principals of more than 70 inner-city Chicago public schools with predominant Multicultural enrollments to identify and reward students who have excelled in various school activities, ranging from sports to academics. Additionally, we identified and worked closely with more than 50 Hispanic social service organizations exemplifying exceptional Hispanic leadership.
Award recipients were then nominated, chosen, and presented with an official framed “Hispanic Community Leadership Award” certificate by Pepsi.
Photo opportunities were arranged for all award presentations which featured the recipients and a representative from Pepsi. We then secured the commitment of key Spanish-language and general market print media to provide community-wide coverage of the award recipients by publishing their photos and brief summaries of their achievements on a weekly basis.
RESULTS
SJPR efforts for Pepsi-Cola General Bottlers, Inc. promoted volunteerism, education, and self-improvement by providing an incentive for both Hispanic youth and adults to overachieve, reach their goals and improve the quality of life within the Hispanic community.
This extensive exposure of Pepsis community outreach initiative generated a record results.
