Starbucks, an experienced player on a social pitch, is encouraging young Americans to experience the power of spoken words. The coffee company teamed up with The National Association for the Advancement of Colored People (The NAACP) to launch the One Nation Spoken Word Showcase Tour, encouraging generation Y to participate in a range of activities, revolving around listening and speaking on a range of themes that focus on self-development and human rights.
The program will be rolling on in Chicago, New York City, Atlanta, Los Angeles, Houston and Washington DC, with local Starbucks stores being chosen as the major space for the showcase. The tour, which was kicked off on September 11 and will be finished on October 30, is introducing a plethora of activities, including empowerment seminars at local high schools and colleges. The events feature poetry readings, theater performances, hip hop music and culture infusion and more. The goal of the program is to enable younger generation to experience the benefits of real-time and off-line communication to the full and understand that they really can make a difference.
«The purpose of these events is to help young people give creative voice to their feelings on issues that are occurring in their communities. During the Harlem Renaissance, spoken word was used as a form of verbal expression in communities of color to speak out against the injustices and inequalities plaguing the nation. Today, it is inspiring to see young people use the same verbal expression -the spoken word — to share their concerns and hopes for a nation still plagued with injustices and inequalities,» stated Stefanie Brown, NAACP National Field Director and Director of Youth and College Division.
«Our stores play a critical role as a place where the community gathers to share ideas,» commented Cliff Burrows, president, Starbucks Coffee US. «We believe that by supporting the voice and positive actions of young people, we can work together to help make real change in local communities. Starbucks appreciates the opportunity to work with the NAACP and a group of talented artists to bring this experience to a broad range of our customers in key markets.»