Second Cup Income Fund

Second Cup Income Fund
Daily Challenge

Daily Challenge

September 16, 2009 09:47 ET

World's Largest Single Day Pay It Backward Initiative Will Launch Today in Second Cup Cafes Across Ontario

Daily Challenge looks to raise thousands for SickKids Foundation through "coffee acts of kindness"

TORONTO, ONTARIO--(Marketwire - Sept. 16, 2009) - This September 30th, Daily Challenge ( will host its second ever "Pay It Backward Day" in support of SickKids Foundation. In conjunction with The Second Cup Ltd and Silk Soy Beverage, this unique social media based event hinges on promoting acts of "coffee kindness" throughout Ontario. On September 30th, people may visit participating Second Cup cafes in Ontario and offer to buy the person behind them in line their order. For every such act of 'coffee kindness,' The Second Cup Ltd and Silk Soy Beverage have agreed to donate a collective $5 to SickKids Foundation, up to a maximum of $5000 each. Daily Challenge hopes to inspire a world record breaking 2,000 people to "Pay It Backward" in order to raise $10,000 for SickKids Foundation in a single day!

The September 30th event is inspired by Daily Challenge's wildly successful first Pay It Backward Day on April 4th of this year, where the organization inspired 602 Torontonians to come out to a single Second Cup location and buy coffee for the person behind them in line, breaking the existing world record for "paying it backward" in a span of 4 short hours. Rolling with the momentum of April's event, the social network for Do-Gooders is taking its September 30th event to the next level with plans to launch a strategic blend of both online and offline promotions across the province starting September 16th.

As of today, Second Cup Cafes across Ontario will be equipped with Pay It Backward Day promotional materials, including a variety of posters, buttons, 'challenge cards,' and other decor. In addition to the in-cafe promotions, Daily Challenge will also play to its strengths in social media by launching a new upgraded website devoted to the Pay It Backward Day movement. The updated site will include an interactive Google map to help Ontario Do Gooders find a cafe nearby, links to videos, and capabilities for Facebook and Twitter integration. Sharing capabilities with networks like Facebook and Twitter have proved hugely influential for Daily Challenge in the past - as the first Pay It Backward Day became the 3rd most talked-about Twitter topic worldwide during the April 4th event.

Further leveraging its position as a major player in Ontario's online communities, Daily Challenge will release a powerful video entitled "I'm Alive Today Because of SickKids" which will be available on September 17th at This video, featuring excerpts of interviews with five SickKids survivors who champion the Pay It Backward Day movement, will be shared through a variety of online social media channels including Twitter, Facebook, and the blogosphere. Afshin Mousavian, CEO of Daily Challenge, comments "This video articulates the important role that SickKids plays in our community in a very powerful way. The interviewees' personal accounts are very touching, and watching the video truly reinforces our desire to help support this amazing institution."

Founded in November 2008, Daily Challenge has become a web-based community for socially conscious users in over 180 cities worldwide. Capitalizing on the exponential reach and power of social media, the network has used the web to inspire over 20,000 acts of kindness to date. Ultimately, Daily Challenge hopes to spread the message that by uniting over small acts of kindness, we can create a big impact - and eventually change the world.

About Second Cup

Second Cup™ is Canada's largest specialty coffee franchisor and operates more than 350 cafes across Canada. Serving specialty coffee, food, and unique and stylish gift ideas, Second Cup™ invites guests to make Second Cup™ their Second Home. For more information visit

About Silk Soy Beverage

Silk was launched in 1996 and has become North America's best-selling soymilk brand. Since we were founded, we've been dedicated to promoting the healthy benefits of natural soyfoods to as many people as possible, while doing business in a way that supports our communities and our planet. For more information visit

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