Multinationals have also decided to help reduce the alarming youth unemployment figures. Two years ago, Coca-Cola launched the GIRA Project, which has already helped over 1.300 young people with limited opportunities to improve their employability and it aims to reach 2,000 in 2015. This initiative aims to help young people aged 16 to 23 with limited opportunities and with economic and academic difficulties to acquire skills and capabilities that will help them access the labour market.

Coca-Cola has the support of five social entities: Fundación Tomillo, Asociación Semilla, Asociación Norte Joven, Fundación EXIT and Fundación Solventia, which have provided these young people with training courses, workshops, guidance and work placements alongside leading professionals in the fields of music, theatre, sport and catering. More specifically, many of these young people have worked on various events promoted by the soft drink company, such as the Buero Young Theatre Awards, the tours of Carlos Jean and Pablo Alborán or on productions at the theatres, Teatro Real and Teatros del Canal in Madrid.

Coca-Cola’s Director of Corporate Relations, Juan José Litrán, stated, during the presentation of these data, that the GIRA Project had achieved an employability level of almost 10%, especially in catering, although he stressed the importance for many young people of “resuming their studies and recovering their self-esteem”.