| 'Pay It Backward' Initiative Successful for SickKids |
| Monday, 05 October 2009 16:17 | |||
 Toronto, Ontario, Canada, October 2009 – On September 30th, the Daily Challenge hosted the world's biggest Pay It Backward Day initiative in history.
In partnership with The Second Cup Ltd and Silk Soy Beverage, the event took place at over 170 participating Second Cup cafes across Ontario, utilizing social media to encourage thousands of 'acts of coffee kindness' in support of SickKids Foundation. On event day, people could visit any participating Second Cup cafe in Ontario and offer to ‘Pay It Backward’ by buying the person behind them in line their order. For every such act of 'coffee kindness,' The Second Cup Ltd and Silk Soy Beverage agreed to donate a collective $5 to SickKids Foundation, up to a maximum of $5000 each. Daily Challenge recruited a variety of local celebrities and entertainment that came and helped celebrate their do-gooding initiative at event headquarters on this day. With a line-up of local celebrities including Erica Ehm, Michael Landsberg, Eli Freeze of Freestyle Soccer, and Canadian Champion Beat Boxer Scott Jackson, the headquarters location was the hub for Pay It Backward Day excitement. To share the activity there was live streaming of interviews with celebrities, participants, founders, and sponsors throughout the day. Additionally, leveraging the social media aspect of the event, there was constant communication via Twitter, Facebook, and the blogosphere as the day progressed. Both of the event's major sponsors indicated their delight to be taking part in the initiative. Natasha Mackow, manager of promotions and communications for The Second Cup Ltd said, "Paying It Backward is a simple idea that can create a huge impact. The fact that doing something so small can put a smile on someone's face and lead to a donation for a great cause is both refreshing and inspiring. We are extremely proud to be a part of this initiative for SickKids Foundation." Sentiments were similar for Silk Soy Beverage, as the mission of Pay It Backward Day aligns well with their company values. Toby Hedges, associate brand manager at Silk, commented "Pay It Backward Day is a fantastic opportunity to reinforce the type of attitudes and beliefs that embody the Silk brand. We couldn't be happier to have joined Second Cup for this admirable event." Second Cup™ is Canada's largest specialty coffee franchisee and operates more than 350 cafes across Canada. Serving specialty coffee, food, and unique and stylish gift ideas, Second Cup invites its guests to make their place a Second Home. For more information, visit www.secondcup.com. Silk was launched in 1996 and has since become North America's best-selling soymilk brand. Since founded, the company has been dedicated to promoting the healthy benefits of natural soyfoods to as many people as possible, while doing business in a way that supports our communities and our planet. For more information, visit www.DrinkSilk.ca. SOURCE: Second Cup Income Fund
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