The Sickest Way to Live Healthy

Fifty or so years ago North Americans began to wake up to the idea that physical fitness was a good thing for health. Not that anybody did anything much about it. But around 1970 the fitness habit began to trickle down from world-class athletes and Olympians to the average person on the street. SOGO Active is part of that trend. It is a partnership between the Coca-Cola company and a nonprofit Canadian corporation with the stated goal of promoting a certain agenda, which includes talk about the value of physical fitness. Their campaign is called The Sickest Way to Live Healthy and can be found on the Internet at the above link. The site is a full-scale apology for the partnering of a mega commercial corporation with a small Canadian nonprofit. There is no question, however, that it is valuable to promote the idea of physical fitness for young people. Perhaps the site might help that goal by encouraging more sports activity by those in high school. My favorite part of the site is the FAQ which explains, in highly rhetorical fashion, why the partnership came into being. The bottom line is that there is a value in physical activity and if we can encourage it, that's all well and good. Interjecting a corporate message into the mix is enough to put a smile on the face of Vance Packard. So, try to check SOGO Active today.