Starbucks Unveils Content Series ‘Upstanders’
By Melissa Martin • September 7, 2016
Starbucks is approaching branded content in an unconventional way through their series, “Upstanders,” a free multimedia project that tells 10 stories of inspiring individuals throughout the U.S. According to company executives, this social initiative isn’t meant to promote the Starbucks brand; rather, it aims to inspire and unite the American people. Although Starbucks has attempted to bring awareness to social issues in the past, “Upstanders” could be the campaign that successfully creates conversations among its customers.