Your comments are right on. Pepsi also has an interesting opportunity to keep the campaign “fresh” (no pun intended) by empowering the winners to tell their ongoing stories AFTER the cash grant is awarded. If they could assemble a smart social media strategy and network of partners (disclosure: admittedly Changents would be perfect for this) to propagate the stories of these “change agents” as they unfold in interesting locations and communities around the country, they could catalyze the second wave of public support by using crowd-sourcing to pull in skills and talent from individuals who could help the winners take their projects to the next level. That would be really putting “social” into CSR.

Deron Triff