Valuable Lessons From A Soft Drink

Colombian beverage Pony Malta creates an unusual classroom for kids who’ve fallen behind during the pandemic.

by Maud Largeaud , AdForum

Online education is filling the gap while schools are closed during the pandemic – at least, for kids who have access to the internet. But what about those who don’t? In Colombia, that’s one out of four children. So with the help of Mullen Lowe SSP3, popular malt beverage brand Pony Malta “ponied up” and opened the first classroom in a shopping mall. Designed to respect social distancing measures, with masks and hand sanitizer at the ready, the Pony Vital School Centre allows kids to catch up on the classes they’ve missed during the pandemic. Obviously, a single classroom in one shopping mall isn’t going to solve the problem for thousands of kids – but it’s hopefully the first of many and a genuine example of a brand acting “for good”. It may also encourage others to embark on similar initiatives. Until the schools open again, let’s help kids stay in the learning saddle.