Coca-Cola runs community sports activity

The outdoor billboard campaign features young people from the StreetGames charity sports projects in England and Wales. The charity provides people in disadvantaged communities with access to sports activities.

The ads will run throughout August and September and use the strapline "Changing sports, changing communities, changing lives". They feature youths performing a sport of their choice in their local areas.

The campaign will be supported by national and regional PR activity and coincides with neighbourhood festivals run by StreetGames, which encourages young people already involved in the projects to celebrate and introduce friends to the activity.

The festivals will be held in six major cities – London, Manchester, Newcastle, Birmingham, Bristol and Cardiff – in addition to other locations across the country.

Liz Lowe, citizenship manager at Coca-Cola Great Britain, said: "StreetGames does some exceptional work in bringing sport and dance more readily into teenagers’ lives by placing it at the heart of their communities.

"We’re helping StreetGames reach out to communities and one of the things we wanted to do was to celebrate the achievements of some of the young people who have been involved.

"They really deserve to be the heroes of our campaign. We've chosen six but there are thousands of young people all with their own stories to tell of how getting involved in sport can change lives."

According to Coca-Cola GB, the three-year partnership will help the charity to deliver an "improved sporting experience" to more than 110,000 young people and create 300 neighbourhood festivals across the UK.

This article was first published on marketingmagazine.co.uk