The famous brand Coca-Cola, known in every corner of our planet, is preparing its NFT Pride Series, a collection of Non Fungible Tokens. Proceeds from sales will be totally given for the first 12 months to OUT, a South African community providing free health care.
This commitment by Coca-Cola to the LGBTQIA+ community, which basically includes anyone who is not heterosexual, will be made possible by a partnership with Polygon, which will provide its blockchain for the minting of the tokens, which will be sold for 1 ETH each.
The OUT Association is the second longest-established LGBT organization in South Africa and is committed to providing both psychological and physical assistance to the gay, lesbian, bisexual, and transgender communities. This organization has been working to fight gender injustice and homophobic hate crimes since 1994.
The services provided go from a multidisciplinary caregiving approach to victims of any kind of abuse who can count on OUT staff for help in the way of physical care, psychological assistance, and where needed, legal support. Sex education and information about contraceptive methods and practices are provided as part of the services provided.
Some of the project’s supporters include well-known names such as USAID—which is the International Development Agency that President John Fitzgerald Kennedy wanted strongly. Now a new high-profile supporter has been added: Coca-Cola Company, which with artist Rich Mnisi is preparing a collection of NFTs to be sold.
The South African artist Rich Mnisi, a designer and a lawyer of the LGBTQIA rights community has a large number of followers who support his campaigns for the LGBT community in South Africa, where he is very popular.
It was stated recently in Coca-Cola’s announcement that Mnisi’s artwork exceeded the boundaries that had previously been established regarding the notion of identity and community.
“NFT Pride Series is inspired by the law of conservation of energy: in nature, nothing is created and nothing is destroyed, but everything is transformed from one form of energy to another. The same rule applies to love. Being free in love puts us in touch with the energy that resides within each of us”.
Coca-Cola’s top management’s statements lead to a conversation that cannot be avoided at this point, referring us to the third major player, Polygon, which will operate the blockchain for the NFT Pride Series.
Thus Polygon returns to being perceived as a company that is associated with organizations or events that focus on important issues such as human rights or environmental issues. The 136 NFTs will be minted on the green-focused project and will be distributed on OpenSea at a minimum price of 1 Ethereum.
Furthermore, the announcement comes just days after Decentraland and The Sandbox joined forces to support New York City Pride with side initiatives. On that occasion, they were discussing virtual gatherings on the Metaverse, allowing users to join remotely, which made it possible to reach even more people.
We are delighted to see an important corporation such as Coca-Cola standing up for communities who are increasingly seeing their identity rights trampled on, and marginalized. Coca-Cola’s platform is determined to ensure substantial equity, diversity, and inclusion through workplace culture, charitable giving, policy advocacy, and community partnerships.