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 Donald R. Keough, Coca-Cola’s president at the time, the company would double its advertising spending in Black-owned newspapers, magazines and radio stations. Keough also added that the company would hire a Black ad agency to handle the marketing of one of its products. The 32 centers to be created were geared towards fountains and wine distributorships.

Coca-Cola also agreed to add more people to its board of directors, and to hire a number of Black workers in varying positions. There was also an educational fund of at least $250,000 added in order to support Black schools and related programs for the year.

Rev. Jackson and PUSH led similar successful campaigns against other large businesses such as Burger King, Kentucky Fried Chicken, Nike, and CBS.

 (Photo: Public Domain)

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Little Known Black History Fact: Operation Push Boycotts  was originally published on blackamericaweb.com

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