Skyy supports diversity with Spark Change initiative

Actor John Cena has kicked off Skyy Vodka’s new Spark Change initiative, which calls on fans to post “sad, blurry, or just plain bad” firework images on social media and will donate US$5 to the National Diversity Council for every photo.

John Cena kicked off the Spark Change initiative for Skyy vodka

The initiative has been launched as part of Skyy Vodka’s Proudly American campaign for Independence Day (4 July).

Brand owner Campari Group launched the US marketing campaign in July last year to explore the “values on which America was founded”.

The new initiative offers consumers the chance to “do some good with their less-than-perfect firework photos”, rather than deleting them.

Skyy is asking its fans to post “sad, blurry, or just plain bad” firework images on Instagram, Facebook or Twitter using the hashtag #SkyyVodka.

The brand will donate US$5 per post to the National Diversity Council, for a total of up to US$100,000. The organisation aims to encourage a better understanding of diversity and inclusion through various initiatives in the US.

American wrestler and actor John Cena, who joined the Proudly American campaign in November last year, kicked off the initiative on 1 July with a new “humorous” video called #SparkChange across his social media channels.

“Embracing diversity is pretty much how I define American patriotism. It’s weaved into the very fabric of our nation, and is something every American should be proud of,” said Cena.

“I’m honoured to be a part of this fun, yet meaningful campaign, encouraging others to take an image that would otherwise be discarded and use it instead to support something as beautiful as a more diverse America.”

The Spark Change push will be supported by Skyy’s Proudly American partners, including RuPaul’s Drag Race legend Trixie Mattel and musician and race equality activist Amara La Negra, and the National Diversity Council.

“At Skyy, our unwavering support of diversity and inclusiveness stems from our San Francisco roots,” said Melanie Batchelor, vice president of marketing, Campari America.

“This Fourth of July, we’re raising a glass to the progress we’ve made as a country by supporting the National Diversity Council – and in typical Skyy fashion, having a little fun with it along the way.”

Dennis Kennedy, founder and chair of National Diversity Council, said: “Skyy’s Proudly American campaign pairs so perfectly with the messages we at the National Diversity Council work to promote.

“We’re so pleased to be the benefitting partner of Skyy’s Spark Change campaign that gives others a fun and easy opportunity to promote diversity within their social networks.”