Coca-Cola has released plans to launch a national campaign in middle schools across the United States to promote healthier, more active lifestyles for the youth of America. Coke says “Live It” is a “new health and fitness initiative designed to help students build healthy lifestyles by encouraging physical activity as part of their daily lives and providing nutrition information in schools.”

The “Live It” campaign is a joint effort developed by coke in collaboration with The President’s Challenge in which “inspirational figures” such as Lance Armstrong endorse healthy eating, physical activity, and balanced lifestyle. Unlike companies like Philip Morris who recommend curtailing use of their unhealthy products to improve health, Coca Cola makes no plans to urge the removal of soft drinks from one’s diet.

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