Coca-Cola Canada has launched short-film documentaries that highlight the efforts of local heroes and the company’s commitment to community involvement.
The cola maker and its Canadian agency of record, Zulu Alpha Kilo, have partnered with organizations ParticipAction, Breakfast Clubs of Canada and WWF-Canada for three two-minute videos under the brand’s “Live Positively” banner.
One video opens with a teen break-dancing in his room and goes on to explain how Coke and ParticipAction has provided him with ways to discover new passions and get involved in physical activities.
“It’s our hope that by profiling the people who are making a positive difference in communities across Canada we will inspire and enable more Canadians to join our efforts,” said Shane Grant, vice-president, marketing at Coca-Cola Canada, in a release. “Our partners are achieving tremendous results but they need help in order to reach more people in more communities.”
The campaign is being supported with a media relations push that includes a survey of Canadian attitudes toward community charitable programs.
Of those surveyed, 83% said they wished more people would get involved with community programs, and 75% said they would likely contribute more if they knew they could personally make a difference.
The documentaries began airing nationwide April 12 and can be found online at LivePositively.ca.
