Coke Aims For Responsibility

As part of its overall image makeover,Coca-Cola is positioning itself as an ally of parents in their commitment to their children's welfare.The company says that is why it aims to have a responsible and helpful presence in schools.Beginning in 2006,Coke points out,it helped institute national school beverage guidelines in the U.S. by voluntarily removing its full-calorie beverages from schools.Since then,their industry has reduced calories provided to U.S. schools by 58%,Coke claims.
Coca-Cola cites its more than 60-year partnership with Boys&Girls Clubs of America as evidence of its commitment to children.The relationship has produced programs such as Triple Play,which has encouraged more than 4,000,000 children to increase their level of physical activity and educated them about proper nutrition.The beverage maker also notes the My Coke Rewards for Schools Program,through which it has outfitted schools with the sports equipment and teaching materials they badly need,registering more than 5,000 schools to date.Coke maintains a website about its activities and motives at livepositively.com.