Celebrity as brand and/or philanthropist has become a more prevalent concept in recent years with more entertainers crossing over into fashion and other items and/or publicly supporting various causes. Rapper Curtis “50 Cent” Jackson is an excellent example of both of these concepts with his own clothing line, cologne and nonprofit organization. He also recently added a new 2.5-ounce, six hour energy drink called Street King which combines all these ambitions for the artist. Street King’s mission reflects his personal commitment to a cause and embodies his own CSR business and brand values with every product purchased.
Before you understand the CSR values that Street King support you must look at the man behind the product. The infamous rapper came from humble and troubled beginnings and as such has felt compelled to help others in need. In an interview with Forbes magazine he said, “Once I achieved success in 2003 with my first album, Get Rich or Die Trying, I quickly realized how I could use my success to make a difference. Shortly after, I launched the G Unity Foundation. And since its launch, we have given out numerous college grants, created a community garden with Bette Midler’s New York restoration project, and done many community events.”
Courtesy of streetking.com
It was a trip to the World Cup in South Africa that opened 50 Cent’s eyes to the plight of children on the continent. Upon returning, he and his manager Chris Lighty started trying to come up with ways to give back, and help these children. The pair contacted “Chris Clarke, the entrepreneur behind Pure Growth Partners (PGP). PGP’s revolutionary mission is to find and create “sustainable businesses that give back far beyond the scope of traditional businesses” today borrowing from the ‘one for one’ give-back concept to donate directly to the world’s most effective nonprofits. Together the group produced the Street King energy shot.
Street King sets itself apart because of its take on the ‘one for one’ concept by donating one meal to a child in need with each product purchased. Donations are made through the United Nations World Food Programme. The ‘one for one’ model was made popular by TOMS Shoes but has exapnded to include TOMS Eyewear, Warby Parker, Moraleyes and Sketcher’s BOBS shoes. As a result of these brands, the ‘one for one’ concept is familiar to consumers and something they can easily get behind. Consumers want to be able to make a positive impact with their everyday purchases and this type of program allows that in a very tangible way.
The United Nations World Food Programme is the world’s largest humanitarian agency addressing global hunger. The organization was formed in 1961, and their ultimate goal is to help governments, individuals and families “establish food security for themselves.”
Since September 2011, Street King has provided meals for some 3,500,000 hungry children and counting as they move closer to their goal of 1 billion meals. 50 believes in conscious consumerism, something that is an ever growing trend in the retail sector. He is quoted in Forbes as saying that according to the World Bank “contributing 1% of business to charitable organizations could alleviate extreme poverty around the world.”
I think it’s great that 50 Cent is spreading awareness for the global hunger crisis and using his fame for the greater good and showing a different, more vulnerable side to himself. He is demonstrating to his fans that you can still be tough while being helpful, caring, aware and kind to the world around you. Hopefully 50 cent will inspire others to do the same.
Street King is available online and can be purchased through this link.
Click here to view the embedded video.
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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.