Four ways to play Santa

Steaming hot mugs of special lattes and espressos; a host of sweet treats—shortbread cookies, gingerbread loaves and rum pies—to match; plus loads of holiday-themed merchandise, from mugs and tumblers, to stuffed toys and holiday carol CDs.

Steaming hot mugs of special lattes and espressos; a host of sweet treats—shortbread cookies, gingerbread loaves and rum pies—to match; plus loads of holiday-themed merchandise, from mugs and tumblers, to stuffed toys and holiday carol CDs.

These, plus the red logo cups and the bright Yuletide decor, complete the Christmas experience at Starbucks coffee shops.

Or so we thought.

Beyond the fine coffee and goodies is the company’s sincere commitment to give back to the community. Coffee addicts may be unaware of it, but every Christmas beverage they buy at Starbucks gives them a chance to donate to any of the specialty café’s adopted barangays. The ordinary trip to the neighborhood Starbucks allows them to play Santa as they enjoy their favorite cup of brew.

This effort is part of the coffee chain’s Project SparkHope, a barangay assistance program that Starbucks holds in partnership with the United Nations International Children’s Emergency Fund (UNICEF). Launched in November 2004, it aids communities through early learning programs for impoverished children, donations of equipment and playgrounds to day-care centers and training of day-care workers.

The coffee chain chose early childhood care and development as its main focus of assistance through UNICEF’s recommendation.

According to UNICEF, recent studies have shown that introducing children to educational activities early in life improves mental development and prepares them for formal schooling and life-long learning.

In the Philippines, over 60 percent of young children do not experience any form of early childhood education. Many children who enter grade one drop out or fail, a clear indication of poor school readiness and inadequate preparation for learning.

“The early years [of childhood] are crucial since most of our physical mental and emotional abilities are formed during this time,” says Dr. Nicholas Alipui, UNICEF representative to the Philippines. “In the Philippines, the highest drop-out rate occurs in the first grade. This can change dramatically if early education is given to the children in preparation for elementary.”

Sixteen day-care centers in Metro Manila and provincial barangays are already realizing the benefits of the assistance. Starbucks has 76 branches, each one with an adopted barangay. The Rustan’s Coffee Corp. adopted nine more communities, the more poverty-stricken ones, which are in the Visayas region. These are the provinces of Aurora, Camarines Norte, Eastern Samar, Isabela, Masbate, Negros Occidental, Northern Samar, Maguindanao and Sarangani.

“Enrollment in day-care has more than doubled,” reports Dr. Alipui. “Children, with their parents, come to the centers early and leave late. They proudly sit in their new tables and chairs and excitedly play with books, toys and musical instruments. All look forward to the end of the sessions when they can play in their newly built playground. And what’s more, parents and barangay officials have become more involved in the education of their young.”

SparkHope’s Christmas campaign will run for three more weeks. And coffee lovers can still do their share in helping raise more intellectually sound children through any of the following ways:

Purchase special UNICEF cards sold in Starbucks outlets. The recipient of this card will have a donation made in his or her name and in addition will enjoy a complimentary cup of Crème Brulée Latte.

Donate old reusable toys to the SparkHope Toy Drive. Toys are important in stimulating children’s brains. Bright red boxes are designated in each store for customer donations.

Purchase a limited edition giant Starbucks mug. Part of sale proceeds will go to Project SparkHope.

Purchases of any of the coffee shop’s Christmas and regular beverages will earn stickers that will entitle customers to a limited-edition Starbucks Coffee 2005 Planner. A donation will be made to SparkHope for every planner redeemed.

Says Noey Lopez, chief operating officer of Rustan Coffee Corp., the official licensee of Starbucks Coffee in the Philippines: “This project is one way for our customers to help underprivileged children this Christmas.”

And indeed it is. For even if the company’s holiday theme goes, “It only happens once a year,” the project has made it a point to spread cheer and hope to underprivileged communities all year round.

The Starbucks Christmas Traditions Gift Boxes and Merchandise are available at all Starbucks outlets.