Photo: refresheverything.com
Look out! Demi Moore and Kevin Bacon are having a throw down, and they went on the Today Show to duke it out. There were no blows exchanged, but the two are in friendly competition to win a large donation from a new charity set up by Pepsi Cola.
It's called the Pepsi Refresh Project and this year it will award more than $20 million to different charities, which fall under six categories: Health, Arts and Culture, Food and Shelter, The Planet, Neighborhoods and Education. Anyone can apply for grant money, which ranges from five thousand dollars to $250,000. Proposals are posted online and then people can vote for their favorite ideas -- a visitor can vote for up to 10 different projects a day. Ideas can be submitted until the 15th or until Pepsi receives 1,000 applications and then voting ends at the end of the month with an announcement of winners on March 1.
According to the New York Times, this scheme is trying to tap into a trend called cause-related marketing or pro-social marketing, where big companies attempt to show they really are socially conscious and not greedy corporations.
Kevin Bacon is excited about this development. "Hopefully this is the wave of the future," he told Slashfood. "A company can use their actual ad dollars for something that not only has a positive effect for their product but a positive effect for the world."


















