In an effort to "bring additional value to our educational partners," Coca-Cola is launching its "Step With It!" campaign. Coke will promote walking to middle school students in 10 cities. According to PR Week, the campaign will encourage students to walk 10,000 steps a day, giving students pedometers to keep track of their walking. Coke will also promote the campaign to local media. Over the past few years, Coca-Cola has faced criticism from parents and public health advocates for placing vending machines in schools, creating exclusive contracts with school districts in exchange for financial sponsorships, and selling products with no nutritional value. Michael Jacobson, executive director for the Center for Science in the Public Interest, told PR Week, "The major thrust [of Coke's campaign] is to distract attention from the junkiness of its product."