ColaLife | New Philanthropy | CSR and the brand opportunity

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  • My name is Simon Berry and I am the founder and leader of ColaLife – a campaign to get Coca-Cola to open up its distribution networks to take social products that save lives.
  • ColaLife is built on 2 facts:

    FACT 1: You can buy a Coca-Cola virtually anywhere you go even in the most remote areas of developing countries

  • FACT 2: 1 in 5 children in these areas die before their 5th birthday from preventable causes like dehydration from diarrhoea. This is not a new problem. 4,000 young children die everyday in Africa alone and this has been the case since records began.

    Our campaign is summed up in this 30 second video
  • Let’s just do a recap of the figures we saw in the animation. The number of children under 5 who die, in Africa alone, is:

    That's 4 children a minute.
    4,000 a day
    Or to look at it another way, 40 million since 1988 when I first had this idea.

    Again, this is in Africa alone.
  • FACT 2: 1 in 5 children in these areas die before their 5th birthday from preventable causes like dehydration from diarrhoea. This is not a new problem. 4,000 young children die everyday in Africa alone and this has been the case since records began.

    Our campaign is summed up in this 30 second video
  • I spent the first 12 years of my career living and working in South America and Africa on the British Overseas Aid Programme. In 1988 I was working in NE Zambia. A very remote area with only 2 people per square kilometre where 'slash and burn' was the traditional form of agriculture.

    This is where the ColaLife story started.

    Despite the level of development of the area, its remoteness and the shockingly high levels of child mortality you could get a Coca-Cola in most places.






  • Video – sound required – source: AidPod Mark III.avi – 2 min 46 sec (2:46)

    We are now on Mark III of the aidpod and this video describes the key features.
  • Video – sound required – source: AidPod Mark III.avi – 2 min 46 sec (2:46)

    We are now on Mark III of the aidpod and this video describes the key features.
  • . . . . But with a lot of wriggle room . . . .



  • To be continued – watch this space



  • ColaLife is built on 2 facts:

    FACT 1: You can buy a Coca-Cola virtually anywhere you go even in the most remote areas of developing countries







  • To be continued – watch this space

Transcript

  • 1. New Philanthropy: CSR and the brand opportunity colalife Why not? Wieden + Kennedy Simon Berry June 2010 simon@colalife.org
  • 2. Fact 1:
  • 3. Fact 1: You can buy a Coca-Cola virtually anywhere in the World. Even in developing countries.
  • 4. Fact 2:
  • 5. Fact 2: 1 in 5 children in developing counties die before their 5th birthday.
  • 6. Fact 3:
  • 7. Fact 3: No real progress in the last 25 years
  • 8. colalife Mark III aidpod
  • 9. At this point in the presentation an animation showing how the AidPod works is played. To view it now, pause this presentation and click here to view the animation on YouTube.
  • 10. 21/4/09 >> Coca-Cola say ‘YES’ to trials
  • 11. Universally replicable distribution channel. 80% of Coca-Cola is distributed in bottles and crates like these
  • 12. Local Universally replicable determination of distribution channel. the: 80% of Coca-Cola is • WHAT distributed in bottles • WHEN and crates like these • WHERE By organisations with long-term responsibility for public health
  • 13. Local Local Universally replicable determination of determination of distribution channel. the: what happens to 80% of Coca-Cola is • WHAT products at the distributed in bottles • WHEN destination. and crates like these • WHERE Options include: By organisations • Sale with long-term • Given free responsibility for • Collected by public health community health worker or local clinic • etc
  • 14. So why not?
  • 15. Nightmare headlines: • “Coke meddles in areas beyond its expertise” • “Coke undermines health infrastructure in developing countries” • “Counterfeit medicines distributed in Coca- Cola crates in Africa” • “Coke’s share price falls as new philanthropy destroys legendary distribution system”
  • 16. Mitigation: • This MUST be done in partnership • Expertise • Strengthening local health infrastructure • Progress along the ‘no harm’ principle with sound tracking mechanisms • Non-branded, low market value • Apply a ‘low’ or ‘no’ friction principle
  • 17. What next? ★ Work in Africa ★ Build supporter-base ★ Fund raise
  • 18. Product design
  • 19. Process design
  • 20. Warwick University, UK Wellesley College, US La Martiniere, India Nottingham Trent, UK
  • 21. colalife.org
  • 22. ColaLife IS • About thinking differently • Building unlikely, win-win-win alliances to do extraordinary things • New participatory philanthropy (CSR 2.0?)
  • 23. PLEASE join the Facebook group *AND* invite your friends Text to be continued . . . .