This month, EKOCYCLE is celebrating those who strive to make positive social change in the world and enlisting millions to take part in a challenge to recycle. As Official Recycling/Suitability Partner of the 2013 Global Citizen Festival Concert, EKOCYCLE is proud to be a part of the worldwide movement to end extreme poverty. The concert will feature performances by Stevie Wonder, Kings of Leon, Alicia Keys and John Mayer. It is timed to provide world leaders with a clear and compelling mandate to promote social good as they gather at the United Nations General Assembly in New York. In-person attendance combined with online and television viewership of the one-day festival is expected to exceed 15 million. The Sept. 28 Festival, in partnership with the Cotton On Foundation, is a free-ticketed concert which will take place in New York’s Central Park, and is produced by Global Citizen. This education and advocacy organization inspires people to take positive action to benefit social causes dealing with poverty, sustainability, health and more. Musician will.i.am will serve as a presenter during the concert. He created the EKOCYCLE brand in collaboration with The Coca-Cola Company to educate people about everyday recycling choices and empower their purchasing decisions as part of a social change movement. EKOCYCLE repurposes items like plastic bottles into fashion-forward lifestyle products in partnership with today’s biggest trendsetters and brands, including adidas ®, Beats by Dr. Dre ®, Levi’s ®, New Era ® and RVCA ®. will.i.am will issue a recycling challenge to festival attendees, viewers and visitors to GlobalCitizen.org. He also will announce a $200,000 EKOCYCLE grant that will be awarded to Global Citizen, along with the creation and execution of a national recycling campaign launching in 2014. “The Global Citizen Festival is a great opportunity to urge millions of people to participate in behavioral change that creates a positive impact in the world,” said Beatriz Perez, Vice President and Chief Sustainability Officer, The Coca-Cola Company. “The act of recycling goes far beyond putting your Coke ® bottle in a recycling bin. As will.i.am says, ‘waste is only waste if you waste it.’ And it’s true. When you recycle, a bottle can become something entirely new and different. We hope that by delivering that message, we can inspire 15 million people to be more vigilant in their efforts to be more sustainable.” Free tickets to the Festival were earned at www.globalfestival.com where fans took online "action" to earn their admission. After registering to become a Global Citizen, fans chose from a variety of actions to earn points. Watching videos, signing petitions or sending emails to world leaders all help build points balances. Fans then used their earned points to qualify for free tickets to the Festival. “The initial idea of the Global Citizen Festival was to put pressing world issues on the same stage as musicians, whose messages are naturally amplified. Partnering with brands that have sustainability built into their ethos, like EKOCYCLE, completes the cycle for ultimate outreach for change,” said Ryan Gall, Global Citizen Co-Founder and Executive Producer.