Starbucks Upstanders: Stories of extraordinary humanity in unexpected places

Starbucks, an American coffeehouse chain, developed a community-focused campaign in the US aimed at showcasing stories of real-life people striving to improve the world during a period of unrest.

Campaign details

Advertiser: StarbucksBrand: StarbucksAgency: EdlemanCountry: United States

Situation analysis

"What is the role and responsibility of a public, for-profit company?" Starbucks CEO, Howard Schultz, posed this question at the company's Annual Shareholders Meeting two years ago. At this year's Annual Shareholders Meeting, he posed a new question: "What is the role and responsibility of all of us, as citizens?"

Schultz spoke about what he and millions of Americans were seeing – divineness, toxicity and vitriol in news headlines; stories of discord and dysfunction in social media feeds; worsening polarization of the...

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