Coca-Cola to Award 2010 Olympic Torch Relay Spots through Halifax Organization for Youth who Get Active

    Opportunity to carry Olympic Flame used as incentive in new Coca-Cola
    physical activity program

    HALIFAX, Oct. 21 /CNW/ - "Coca-Cola Canada announced today that Active
Halifax Communities will be the first community organization in Nova Scotia to
host the SOGO Active program (, a national active living
program aimed at Canadian youth. Coca-Cola will award over 1,000 torchbearer
spots in the Vancouver 2010 Olympic Torch Relay to teenagers who join the
program and demonstrate a commitment to adopting an active lifestyle, 20 of
which will be awarded to youth affiliated with Halifax-based Active Halifax
    "The Vancouver 2010 Olympic Torch Relay will touch the soul of the nation
and with SOGO Active, we hope to use the unique power of the Olympic Games to
inspire the nation to get active," said Nicola Kettlitz, GM Olympic Project
Team, Coca-Cola Canada. "Youth from Nova Scotia who join the program and make
a commitment to active living will have the chance to carry the Olympic
Flame," he added.
    "We are extremely proud to support the SOGO Active program in Halifax and
pleased to be part of the solution that encourages youth to live more active
lifestyles," said Dawn Stegen, Executive Director, Recreation Nova Scotia, the
provincial co-coordinator of Sogo Active with Sport Nova Scotia. "Young
Canadians are the future of the country and SOGO Active will help us inspire
and motivate them to live active, healthy lives."
    SOGO Active is unlike any other youth fitness initiative because it gives
young Canadians the tools to design, change and control their own individual
get active plan. The program is a Coca-Cola initiative, executed by
ParticipACTION, through intensive consultation with leading Canadian physical
activity experts, teenagers and a broad network of provincial, territorial,
aboriginal and community-based organizations. SOGO Active is a $5 million,
five-year initiative.
    Coca-Cola will award over 1,000 torchbearer spots in the Vancouver 2010
Olympic Torch Relay to teenagers who join SOGO Active and demonstrate a
commitment to adopting an active lifestyle.
    "We've travelled the country and asked youth and physical activity
experts what it will take to get young Canadians active, and the outcome is
SOGO Active," said Kelly Murumets, President & CEO of ParticipACTION. "Youth
inactivity has always been a challenge, but SOGO Active's for-youth, by-youth
approach is a truly exciting solution."
    Here's how SOGO Active works:

    -   Teens 13-19 create a unique profile for themselves on where they can network and find a range of
        traditional and non-traditional activities that fit their needs,
        interests and lifestyles.
    -   Local organizations can support youth groups with access to active
        living facilities, equipment and resources register as Community
        Hosts on where they become visible to youth
    -   Youth participants set and track their active living goals online, as
        well as network with peers and arrange group activities.
    -   From November 2008 to June 2009, over 1,000 SOGO Active participants
        will be selected by Coca-Cola to carry the Olympic Flame in the
        Vancouver 2010 Olympic Torch Relay.
    -   Torchbearer spots will be awarded by Coca-Cola through random draw
        among eligible SOGO Active participants as well as identification by
        Community Hosts for youth who have demonstrated outstanding peer
        leadership or have overcome significant barriers. Youth earn
        additional entries for each week that physical activity goals have
        been met.
    -   Funding is available for youth groups who express a specific need for
        resources and meet specific criteria.
    -   Following the Torchbearer Incentive Stage (2008-2010), the Legacy
        Stage (2010-2012) will sustain and foster ownership within youth
        groups and communities.

    SOGO Active is powered by a dream-team of partners who are passionate
about getting Canadian youth active:

    -   Coca-Cola Canada brings its sponsorship of the Vancouver 2010 Olympic
        Winter Games and over 80 years of involvement in the Olympic Movement
        to inspire youth to get active. Coca-Cola Canada will also market
        SOGO Active nationally and use the program to identify 1000
        Torchbearers for the Vancouver 2010 Olympic Torch Relay.
    -   ParticipACTION designed the concept and content of SOGO Active and
        created a network of Provincial/Territorial Coordinators.
    -   Thirteen Provincial/Territorial Coordinators (PTCs) coordinate the
        program at the provincial/territorial level (co-coordinating for Nova
        Scotia are Recreation Nova Scotia and Sport Nova Scotia), including
        administering funding for youth groups via Community Hosts; promoting
        SOGO Active; looking for opportunities to leverage funds; and
        participating in the reporting and evaluation of the program.
    -   Community Hosts (CHs) are community-based organizations that will
        provide support for youth groups within their communities. The
        primary function of the CHs is to support the youth groups and assist
        with access to facilities, equipment and resources that youth
        identify are needed for their activities.

    Coca-Cola and the Olympic Movement

    The Coca-Cola Company has been associated with the Olympic Games since
1928 and is the longest continuous corporate supporter of the Olympic
Movement. Through the Olympic Games, Coca-Cola encourages people to create
their own path of "positivity" in everyday life by believing that anything is
possible. The Company's sponsorship supports National Olympic Committees in
more than 200 countries to help athletes train and compete. The Coca-Cola
Company is the exclusive nonalcoholic beverage provider to the Olympic Games
through 2020.

    Coca-Cola Canada

    The Coca-Cola Company is the world's largest beverage company. In Canada,
the Company is represented by its subsidiary, Coca-Cola Ltd. Coca-Cola is
Canada's largest beverage company. Coca-Cola in Canada markets three of
Canada's top nonalcoholic sparkling beverage brands, Coca-Cola, Diet Coke and
Sprite and the leading ready to drink tea: Nestea. In addition, our subsidiary
is the largest juice and juice drinks company with Minute Maid, Five Alive and
Fruitopia. The Company also markets DASANI, PowerAde and other hot and cold

    For more information about Coca-Cola Canada, please visit our website at or our parent company's website at


    For more information, visit

    Recreation Nova Scotia and Sport Nova Scotia

    For more information, visit and

    Active Halifax Communities

    For more information, visit

For further information:

For further information: Media inquiries: On-site in Halifax: Kirsten
Mihailides, Coca-Cola Canada, Mobile: (604) 828-3534; For background: Carrie
Makrigiannis,  Environics Communications, (416) 969-2750

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