Reverend Jesse Jackson Sr. establishes PUSH

December 25

On December 25, 1971, Reverend Jesse Jackson Sr. founded PUSH (People United to Save Humanity). 

PUSH is a social justice and activism coalition. Since the 1970’s, PUSH has led and participated in numerous social justice movements and initiatives. In 1987, PUSH led by Reverend Jesse Jackson started a boycott against Coca-Cola due to lack of black presentation on their staff and no support towards black owned businesses. The boycott named “National Withdrawal of Enthusiasm” ended after Coca Cola agreed to invest nearly 30 million in black owned businesses, in addition to adding more black employees. 

Today, PUSH still plays an active role in the social justice movement.


Brief history. Rainbow PUSH Coalition. (n.d.). Retrieved December 1, 2022, from

Rev. Jesse Jackson reflects on Rainbow Push Coalition’s 50 years of Service. ABC7 Chicago. (2021, December 23). Retrieved December 1, 2022, from

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