Coca-Cola Valued Youth Program

The Program in Brazil

13 Years of the Coca-Cola Valued Youth Program in Brazil

IDRA’s Coca-Cola Valued Youth Program is a research-based dropout prevention program that since 1984 has been implemented in schools across the United States as well as Puerto Rico and the United Kingdom. The program was in Brazil for 13 years, ending in 2012, having expanded from two schools in 1999 to a peak of 46 schools in 2007. During its 13 years, 36,536 students benefited directly from the program.

And, critically, with a 13-year dropout rate of only 2.2 percent, the program was successful in keeping students in school in Brazil. This compares favorably with national averages of between 6.9 percent (official figure) and 13.5 percent (unofficial figure).

School personnel, parents and tutors have consistently given the program high marks, according to the annual program evaluations. School staff reported the extraordinary effects that the program has had on the tutors, in terms of statistically significant improvement in discipline, self-concept, dedication to their educational goals, and in general renewing their outlook about life and the future. Parents credited the program with saving their children from the perils of the streets and instilling in them a renewed commitment to their education, families and society.

The main force behind the program in Brazil was Coca-Cola Brazil in Rio de Janeiro. The program also has enjoyed the support of many local bottlers, including PANAMCO/Spal, RENOSA, REMIL, Refrescos Guararapes and Bandeirante.

Maria “Cuca” Robledo Montecel, Ph.D., IDRA President, presents a “Until Next Time” remarks on the occasion of celebrating 13 years of the Coca-Cola Valued Youth Program in Brazil

To read her remarks in English, see: An “Until Next Time” from San Antonio – On the Occasion of Celebrating 13 Years of the Coca-Cola Valued Youth Program in Brazil

To read her remarks in Spanish, see: Un Hasta Luego desde San Antonio – Al Celebrar Trece Años del Programa Coca-Cola de Valorización de Jóvenes en Brasil

Evaluation Highlights

Read a short overview of the program’s results in Brazil: 13 Years of the Coca-Cola Valued Youth Program in Brazil  – What Have We learned?

See the extended Coca-Cola Valued Youth Program Brazil evaluation eBook

Other Highlights

Alanna Alves Moraes wins Coca-Cola Valued Youth Program Essay Contest in Brazil
March 2009

Valuing Brazilian Youth: IDRA’s Coca-Cola Valued Youth Program in Latin America
by Dr. María Robledo Montecel, International Journal on School Disaffection, Vol. 5, No. 2 (2008) pp. 13-17

Coca-Cola Valued Youth Program Thrives in Brazil
IDRA Newsletter (October 2006)

Coca-Cola Valued Youth Program in Brazil: Valuing Youth Across Different Cultures
by Felix Montes, Ph.D., IDRA Newsletter (January 2001)

Coca-Cola Valued Youth Program Tutors Carry Olympic Flame
IDRA Newsletter (August 1996)

Photo Highlights