By Emma Rigby, Revolution UK , 21 April 2004, 00:00am

Starbucks teams with RSA to raise social awareness online

Starbucks has partnered The Royal Society for the Encouragement of Arts Manufacturers and Commerce (RSA) in a web campaign to raise social awareness among young people. The not-for-profit web promotion is running alongside the Starbucks Coffeehouse Challenge, which is a series of discussions on social themes in outlets nationwide to mark the 250th anniversary of the RSA in March. Coffeetropolis.com, designed by digital agency Atticmedia, features an interactive game to create dialogue with 14 to 24-year-olds. There's a forum for RSA members plus news and links. The game centres on a futuristic city, Coffeetropolis, and visitors can register for 12 story outlines about social issues. They can discuss views in a forum, before voting for one of the solutions.

Traffic will be pushed to the web site in Starbucks outlets, on three million special cup-sleeves, and via a campaign by education web-resource project Infomat, backed by the DfES. The initiative will also feature a series of viral campaigns, banner ads and links.

Ezri Carlebach, RSA head of communications said: "The web site is a way to engage with a wider audience on the issues the RSA tackles. We wanted a web site that would be interesting and fun to younger people, and it also acts as a focal point for feedback from the Coffeehouse Challenge."

Coffeetropolis.com is sponsored by Engender, a company that provides accommodation services to the education and health sectors.