Recognizing community service in college athletics.
I worked with The Coca-Cola Company and the National Association of College Directors of Athletics (NACDA) to raise awareness of community service in collegiate athletics by creating The Coca-Cola Community All-Americans program. The initiative works to recognize, celebrate and applaud student-athletes who demonstrate a commitment to community service through hands-on volunteerism and service by encouraging athletic directors, coaches, students, alumni and college sports fans to nominate student-athletes who are making a difference in their communities. Winners are selected annually.
The program provides a platform for all colleges and local Coca-Cola bottlers to actively embrace as they recognize student-athletes whose service embodies the American spirit of generosity and volunteerism. I led a team responsible for program strategy and design, branding, advertising, website, video, collateral materials, and the annual awards presentation at the NACDA Annual Convention.
The Coca-Cola Community All-Americans program is a part of a larger cause-brand marketing umbrella called Positive Youth Development that gives young people the motivation and tools they need to succeed in life.