# Public Service Challenges Coca-Cola Pay It Forward Campaign Celebrates Black History Month By Katherinev123 | Published 2012-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coca-cola-pay-it-forward References: [popsop](http://popsop.com/53317) & [mycokerewards](http://www.mycokerewards.com/showLBE.do?id=blackhistory&type=pillar&size=3&exp=html) With the help of philanthropist and Grammy Award-winner Ne-Yo and other celebs, the [Coca-Cola](https://www.trendhunter.com/trends/cocacola-onpack-promotion) Pay It Forward campaign is encouraging African Americans to do their part in society to become "tomorrow's history makers." The program, launched in celebration of Black History Month, encourages African Americans to be more active in public initiatives and to take responsibility for the next generation. The Coca-Cola Pay It Forward campaign comprises a public service challenge asking adults to become more involved to guide the youth through activities like career mentoring and homework help. Participants can post the ways they've contributed to the cause by using the hashtag #PayItForward on [Twitter](https://www.trendhunter.com/trends/mtn-dew-pitch-black-eclipse-edition). Youths ages 16 to 19 are encouraged to enter an online contest to win a chance to apprentice with a celebrity. They must be nominated by their parents on the My [Coke](https://www.trendhunter.com/trends/toss-in-take-out) Rewards site and winners will get to apprentice in four areas including fashion (with designer Tracy Reese), business (with Essence president Michelle Ebanks) and music and philanthropy (with Ne-Yo). ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 19% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Youth Mentorship:** The Coca-Cola Pay It Forward campaign is encouraging youth mentorship through public service challenges and apprenticeship opportunities with celebrities. - **Social Responsibility:** The campaign is encouraging African Americans to take responsibility for the next generation and get involved in public initiatives, providing disruptive innovation opportunities for socially responsible businesses. - **Celebrity Mentorship:** The campaign is providing unique apprenticeship opportunities for youth in areas like fashion, business, and music and philanthropy, with potential for disruptive innovation in the celebrity mentorship industry. ### Where This Applies - **Youth Programs:** The campaign is encouraging youth mentorship through public service challenges, providing disruptive innovation opportunities for youth program providers. - **Socially Responsible Brands:** The campaign is encouraging social responsibility and public involvement, providing disruptive innovation opportunities for socially responsible brands. - **Celebrity Mentorship Programs:** The campaign is providing unique apprenticeship opportunities with celebrities, providing disruptive innovation opportunities for celebrity mentorship program providers. ## Related on Trend Hunter - [College-Targeted Awareness Campaigns](https://www.trendhunter.com/trends/taste-of-tomorrow.md) - [Uplifting Restaurant Campaigns](https://www.trendhunter.com/trends/pepsi-dig-in.md) - [Black Artist-Promoting Campaigns](https://www.trendhunter.com/trends/marsai-martin.md) - [Black-Owned Restaurant Initiatives](https://www.trendhunter.com/trends/pepsi-dig-in-day.md) - [Soda-Branded Scholarship Fundraisers](https://www.trendhunter.com/trends/fanraiser.md) - [Music-Themed Soda Marketing Campaigns](https://www.trendhunter.com/trends/cocacola-onpack-promotion.md) - [Black-Owned Restaurant Initiatives](https://www.trendhunter.com/trends/blackowned-restaurant.md) - [Kindness-Promoting Ad Reboots](https://www.trendhunter.com/trends/cocacolas-christmas-kindness.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md)