In a program called Live It, cycling great Lance Armstrong and other sporting figures will appear in posters encouraging children to be active.
Melanie White, a Coke executive who oversees its vending business in secondary schools and other youth markets, said the program was aimed at sixth graders. She said the company had determined that sixth graders would be the most receptive among its student consumers to its message,
White said Coke’s policy was not to sell any of its products in elementary schools or market to children under 12.
In each school, Coke will hand out pedometers to students and hold contests to reward students who log the highest number of steps in a week. Prizes will include radios intended to be worn during workouts.