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The 'Live Más Scholarship' Does Not Target Athletes or Scholars

This past New Year's Eve Taco Bell officially launched its Live Más Scholarship. If the idea of a fast food chain offering a college scholarship isn't strange enough, the company also emphasized that the money would not go towards the two most common sources of educational funding: athletics and academics.

The Live Más Scholarship is a unique program designed to help those whose talents fall outside the realm of athletics and academics. There are 220 scholarships in total and they range in value from $2,000 to $25,000. The scholarships will be awarded to deserving recipients based on a 2 minute video that details the individual's life and their passions. The idea is to reward the creators and innovators of the future with the funds they need to make their dreams a reality.

The educational initiative not only helps students pay for school, but it also helps Taco Bell expand its brand identity.