UK Gov's ParkLives Kids' Exercise Partnership Markets Coca-Cola

ParkLives is a joint challenge between Coca-Cola and the British authorities that goals to advertise free bodily health actions at native UK parks.

At least that is what’s in it for the British authorities.

What’s in it for Coca-Cola?

Well after all they’ll spin it as robust company social accountability which helps their declare that they are on workforce well being and in so doing present themselves with ammunition to presumably forestall or block trade unfriendly laws.

But there’s extra.

There’s advertising.

A recent study set out to take a look at the ParkLives challenge by the lens of promoting.

The research analyzed two weeks value of #ParkLives tweets throughout two separate weeks. The first week was throughout every week of college trip (the place the advertising is perhaps anticipated to be thicker and the occasions extra frequent), whereas the second was through the faculty 12 months, however spanning National Fitness Day.

Every recognized tweet was then coded for class of content material (advertising or in any other case)

Over the 2 weeks of assortment, 318 tweets containing 216 photographs had been recognized, and of these, 57% included a Coca-Cola emblem (normally on banners or workers shirts).

The authors word that the publicity to Coca-Cola branding is maybe extra highly effective right here in that with ParkLives, Coca-Cola is related to enjoyable, wholesome, household actions.

The authors’ tackle all of this?

ParkLives is indicative of a CSR challenge that goals to create a well being halo round a model and affect wider socio-ecological components by guiding public discourse and directing opinion on the determinants of public well being points away from company affect and towards particular person accountability

Partnerships, by definition, profit each concerned events. Perhaps governments should not be serving to out within the enterprise of promoting the world’s largest liquid sweet model.

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