Coca-Cola signs up to help change the world in 24 hours at The Drum's Do It Day

Coca-Cola is joining over a dozen other companies at The Drum's Do It Day

What do IBM, Dennis Publishing and Amnesty International have in common? They all believe marketing can change the world and in order to make the planet a better place they're taking part in The Drum's Do It Day event, where they will now be joined by Coca-Cola.

The soft drinks giant has become the latest globally renowned brand to set a real-world challenge for the brightest minds in the marketing industry to tackle at Do It Day.

For the second year in a row, the global event will bring together some of the world's biggest advertisers, as well as creative and tech talent from the UK, US and beyond, to solve real-world issues in 24 hours.

Coca-Cola is looking to devise a behaviour-changing campaign to encourage people to litter less and recycle more. The ambitious brief will see the brand call on the marketing industry's best and brightest to devise a push that will tackle trash and sway individuals into adopting a more environmentally friendly approach.

High-profile organisations including the NSPCC, Dixons Carphone with Undercurrent and Airbnb are also calling on the industry to join them in a mission to change the world in 24 hours.

To prepare for the mammoth task, brands and marketers will come together at Plan It Day in London on 29 September, where teams containing people from all walks of the marketing industry will be assembled in order to dream up concepts in response to the briefs. The best ideas will then be brought to life for real in just 24 hours at Do It Day on 10 November.

Following the success of the inaugural Do It Day, which saw brands such as Mashable, Uniliever and the UN lend their backing to crucial causes, The Drum will also this year host the Marketing Can Change the World Awards to recognise the marketers and agencies making a difference beyond the bottom line. The awards will celebrate global organisations and projects using marketing to make meaningful change for social good, with trophies being handed out on the evening of Do It Day.

Head to, pick your challenge, and let's make the world a better place.

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