By Ryan Reddick
A few years ago I was working on the Coffee vs Gangs content series. After a successful launch, which saw Kenco help young Hondurans out of gangs by training them as coffee farmers, l found myself in an all agency meeting. After some initial self-congratulatory backslapping, discussion of the ‘raw authenticity’ led to a new addition to the group confidently chiming in.
‘I loved the first series and was wondering if it might be possible to see some of the kids from the gangs drinking Kenco’.
We’ll come back to that.
Source: The Drum