Charitable thinking

US – Starbucks is showing its propensity for philanthropy with its first original content video series.

• The free series, Upstanders, features 10 motivational stories from around America
• It will be publicised on Starbucks’ retail and digital channels

Starbucks is following in other brands’ footsteps by introducing original video content, but the coffee brand is ensuring it highlights the charitable nature of its new commissions. Upstanders is made up of 10 features, each of which lasts about five minutes and relays altruistic stories such as that of John D’Eri, who employs people with autism to work at his carwash.

The content is not designed to advertise Starbucks products, but is instead a stand-alone venture in the vein of its Race Together campaign, which was intended to open up the forum for a discussion on race in America, but was criticised for being too superficial. This time, however, Starbucks is delving much more deeply into the topic of Upstanders, with written stories and podcasts to accompany the video content.

At its launch, the company’s CEO Howard Schultz reiterated the purpose of the multimillion dollar campaign. ‘America won't be fixed by the people in Washington,’ he said. ‘It will be fixed by everyday people doing extraordinary things for their neighbours.’