World's Largest 'Pay It Backward' Initiative for SickKids Is Officially a 'Go!'

TORONTO, ONTARIO--(Sept. 29, 2009) - This Wednesday, September 30th, Daily Challenge will host the world's biggest Pay It Backward Day initiative in history. In partnership with The Second Cup Ltd and Silk Soy Beverage, this exciting event will take place at over 170 participating Second Cup cafes across Ontario, utilizing social media to encourage thousands of 'acts of coffee kindness' in support of SickKids Foundation. On the event day, people may visit any participating Second Cup cafe in Ontario and offer to Pay It Backward by buying 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 has recruited a variety of local celebrities and entertainment to come out and help celebrate their do-gooding initiative at the event headquarters (Queen St. and John St. in Toronto) on September 30th. With a line-up of local celebrities including Erica Ehm, Michael Landsberg, Eli Freeze of Freestyle Soccer, and Canadian Champion Beat Boxer Scott Jackson, the headquarters location is set to be a hub for Pay It Backward Day excitement. "I have been involved in hundreds of charity events and none were more fun than this one. I loved every second," says Landsberg of TSN's Off the Record, reflecting on his experience at the first Pay It Backward Day event. The new FLOW 93.5, who also participated in the first Pay It Backward Day, will be on location from 2:30-5:30pm at the headquarters. While they are DJing and streaming live-to-air, some of FLOW's most notable on-air personalities, including J-wyze, Jeni, Taboo, and Jus Red, will be celebrity serving at the headquarters. 93.5's Devo Brown will also be interviewing Farley Flex of Canadian Idol, who will be participating in Pay It Backward Day in North Bay.

To share all of the activity at the event headquarters with do-gooders everywhere, there will be live streaming of interviews with celebrities, participants, founders, and sponsors throughout the day. Additionally, leveraging the social media aspect of the event, there will be constant communication via Twitter, Facebook, and the blogosphere as the day goes on. Employing social networks such as Facebook and Twitter has been hugely powerful for Daily Challenge in the past – as the first Pay It Backward Day became the 3^rd most talked-about Twitter topic worldwide during the April 4^th event.

Both of the event's major sponsors are delighted to be taking part in the initiative. Natasha Mackow, Manager of Promotions and Communications for The Second Cup Ltd says, "Paying It Backward is a simple idea that can create a huge impact. The fact that doing something so small can put a smile on someone's face and lead to a donation for a great cause is both refreshing and inspiring. We are extremely proud to be a part of this initiative for SickKids Foundation." The sentiments are similar for Silk Soy Beverage, as the mission of Pay It Backward Day aligns well with the values of the company. Toby Hedges, Associate Brand Manager at Silk Soy Beverage, comments "Pay It Backward Day is a fantastic opportunity to reinforce the type of attitudes and beliefs that embody the Silk brand. We couldn't be happier to join Second Cup for this admirable event."

About Second Cup

Second Cup(TM) 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(TM) invites guests to make Second Cup(TM) their Second Home. For more information, visit www.secondcup.com.

About Silk

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 www.DrinkSilk.ca.