This document proposes a campaign called "Jump in the Sack" to raise awareness of Rainforest Alliance Certified coffee. It suggests that university student groups across 100 organizations each jump 300,000 times, totaling 30 million jumps to represent the number of acres of globally grown coffee. The groups would coordinate a day to all jump together, document it online, and sell branded t-shirts or coffee sacks. The goals are to create a viral event that educates participants about certified coffee and encourages local businesses to serve it.
1. The idea Coffee is grown on 30 million acres globally. University students Jump 30,000,000 million times in a coffee sack together to represent Rainforest Certified Coffee.
3. The participation 30,000,000 jumps (1 jump/acre of coffee grown globally) Get 100 organizations (colleges, student groups, clubs, classes, frats, dorms, or any other university-based organizations) Equals 300,000 jumps/organization Get 100 college participants/organization Equals 3,000 jumps/college participant
4. Promote Jumping in the Sack Set a date for every group to jump in the sack together on the same day 30,000,000 times. Create facebook page and start getting the word out (jump in the sack with me). Provide downloadable press kits, recruitment kits, links, etc. for each organization to share with local media outlets, campus papers, and organization websites to recruit participants and promote event locally. Secure commitments through facebook or RA microsite with form for groups to order sacks and shirts. Submit RA-level press releases using Digg, blogs, and other online social media news outlets and channels. Design a branded “I jumped in the sack” t-shirt (no good university function happens without a shirt). Should need about 10,000 shirts (100 organizations with 100 participants) or send 10,000 branded coffee sacks and participants can keep that instead. Or, give both.
6. Jumping in the sack together Everyone jumps in the sack on the same day 30,000,000 times.
7. Post Sack Jump Groups capture pictures and video during event to upload to facebook page or microsite. Follow up with press releases and share event results through social media and other channels.
8. The Results Groups have fun & become aware of RA certified coffee Creates a viral-potential event Communities & Universities can cover a unique event with a purpose Groups can urge local business and universities to buy RA Certified Coffee Participants get a shirt and/or sack Plus, 10,000 people jumped in the sack together!
