‘Talent from Trash’ is being carried out in conjunction with clubs ranging from Accrington Stanley to Nottingham Forest. It will offer the clubs cash prizes of up to £18,000 to invest in their youth teams, providing that recycling levels in the area increase by at least four per cent.
Coke’s retained corporate agency Trimedia will handle stakeholder engagement as well as national and environmental publicity around the initiative.
Trimedia, which won Coke’s sought-after corporate account earlier this year (PRWeek, 27 April), will use the initiative as a platform to talk to national environment correspondents about Coke’s environmental credentials. The agency has already secured endorsement from WRAP (Waste & Resources Action Programme) and Defra, and will use its spokespeople for radio interviews.
‘This initiative is trying to motivate the most difficult group to engage with green messages – 16- to 24-year-old males,’ said James Wright, director of CSR at Trimedia. ‘If successful, the project may be rolled out on a larger scale in 2008.’
Meanwhile, M&C Saatchi Sport & Entertainment, which promotes Coke’s sponsorship of the Football League, will attempt to raise regional awareness of the scheme. This will include using the clubs’ football managers to promote the recycling message.
Separately... Coke has launched its first pan-European music initiative.
Coke Music Discovery Sessions will get underway this autumn with a line-up of well-known artists performing in unusual venues across the continent.
The artists will choose their support acts by listening to demos downloaded onto the Coke Music website. The initiative is being promoted by M&C Saatchi Sport & Entertainment.