Refresh Everything

Thanks Caroline Casey for the inspiration behind this post.

The latest iteration in the Refresh Everything campaign sees Pepsi pull its entire Superbowl budget — a staggering US$20 million — in favour of a CSR initiative. The move will mark the end of a 23 year investment in the game. The Refresh Project is a US-based campaign set up to reward those with big ideas for improving communities across the areas of health, arts and culture, charity, ecology, neighbourhood and education.

The campaign website launched officially on January 13th on which users can submit their big ideas. Since February 1st, the public can cast their vote to decide the most worthy causes. Grants will then be awarded up to the total value of $1.3m per month over the course of the year.

Stars like Demi Moore and Kevin Bacon are also getting in on the act:





Also, read more about what elements a big power brand in the arena of corporate social responsibility needs to be successful in the inspired economist.