ATLANTA: Coca-Cola will work with Weber Shandwick this fall to promote its new, seemingly selfless, Live It children?s fitness campaign in schools across the country.
Weber will focus on generating local publicity for schools that participate in the week-long program to encourage exercise and healthy eating among sixth graders.
Concerns about childhood obesity have led schools across the country to either ban or restrict the sale of soft drinks. But Kirsten Witt, nutrition communication manager with Coke, claimed the Live It campaign has no relation to that issue, nor will it encourage students to drink Coke.
The company?s logo will not appear on Live It materials or the Live It pedometers, she said.
?It is a way we can help address the issue of a lack of physical activity,? she said.
Schools will receive posters, pedometers, and nutrition education materials along with prizes to offer children who meet the program?s exercise goal of walking 10,000 steps in a week.
Schools taking part are expected to put on launch events for their sixth graders, but ?we give the schools room for creativity? in how they promote the program, Witt said.
Weber will try to get local media attention for launches and other events planned by participating schools.
Coke is spending $4 million on Live It. Witt would not comment on how much of that would go to PR.
An Atlanta marketing agency, Ignition, is also involved in the campaign, designing materials for it and distributing those materials to Coke bottlers.
Weber has worked on nutrition education programs and other activities for Coke since 1991. Its Minneapolis office will coordinate efforts for Live It.