Coca-Cola Partners With Non-Profit on Olympic Contest & Social Networking Site

It's not the Nordic ski jump event, but the jump made by soft drink giant Coca-Cola Canada and the fitness program experts at ParticipAction to find common ground for a project. The two very unlikely bedfellows have launched a program that sends a message to youth to become active and fit, involving the Olympic torch run and an Internet networking site. Coca-Cola officials said yesterday that the company will spend $5-million over five years on a national active-living program aimed at teens aged 13-19 called SOGO Active. The hook for the get-physical program will be the selection of 1,000 of the program's participants as torchbearers in the 2010 Olympic torch relay. Coca-Cola is one of the main sponsors of the torch relay. The company commissioned ParticipAction to design the SOGO Active site. Youths can create profiles on the SOGO Active website and track progress towards their fitness goals.
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http://www.sogoactive.com/