“Our theory of social change is that new ideas are born from optimism, a curious mind and a creative spirit. We can make a difference by equipping people with the means to bring their ideas to life.  And, we believe social media and digital engagement can fuel, extend and inform these efforts.” – Bonin Bough, Global Director of Social and Digital Media, PepsiCo

Pretty interesting to see a large corporation like PepsiCo talking publicly about their theory of social change! For the first time in more than 20 years, Pespi opted out of paying the usual millions to run ads during the Superbowl and instead redirected those dollars to a new philanthropic initiative called Pepsi Refresh (refresheverything.com). Starting last month, Pepsi is awarding up to $1.3 million each month to the winning ideas… not too shabby!

Pepsi Refresh is a 12 month-long invitation to individuals, businesses and non-profits to submit their project ideas that will have a positive impact in the areas of health, arts & culture, food & shelter, the planet, neighborhoods, and education. They partnered with our friends at Do Something, and also the good folks at Good Magazine and Global Giving to both design and implement the program. It’s fantastic that they involved the expertise of social media/change leaders to launch this project. It will make this experimental social media campaign that much more effective as well as ensuring community leaders are invested in its success. Better yet, we all have the opportunity to help decide which ideas get funded! One thousand ideas are submitted each month and up to 32 will be funded – all chosen by participants (i.e. YOU) who go to the site to vote. A couple of examples of ideas that are well positioned to win this month are: “Purchase GED materials so students can prepare to take the GED Test in the Correctional Center education program” and “Help children of fallen soldiers deal with the loss of their parent.”

Pepsi Refresh is good news for both the non-profit and philanthropic sectors. It:

• expands the philanthropic “pie” and resources available to nonprofits
• brings visibility to all the different ways people are working on social and environmental issues
• engages thought leaders & activists (“ambassadors”) from six different issue arenas to help mentor the ideas they most believe in
• embraces transparency – each month voters can go and learn which groups have the most votes and which are doing work near to them.

Since Global Giving is overseeing the vetting process, the submissions are in good hands. Which is really important since Pepsi will want to avoid controversy related to disqualifying groups as the Chase Community Giving Contest experienced last year.

Pepsi is obviously using this charitable campagin as attempt to demonstrate that they care about doing good in the world. It’s also a test of the true power of social media. Will giving away $20 million to people who have good ideas inspire cosumers to reach for a Pepsi instead of a Coke next time they’re thirsty? Pepsi is betting on it. And here at TILE, we’re behind any effort that leads to more giving!