DuPont packaging awards May 2014

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After dinner speech at the 26th DuPont Packaging Awards, 15-May-14, Wilmington, Delaware, USA.
Download the presentation for the speech narrative that is contained in the notes to the slides.

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  • Back in those days, we had no telephone, internet or postal service and so sharing ideas was not easy and I failed to get anybody’s attention. I returned to the UK, got immersed in my new job and raising our 3 children.
     
  • 20 years later, in 2008, I decided to start a Facebook Group to see if anyone was interested in the idea of putting medicines in Coca-Cola crates. The logic was simple: Coke gets everywhere. So, if we put medicines in the same crates, that would get there too. That got the BBC’s attention and they pulled in Coca-Cola and me to talk about the idea on UK national radio and that’s where the engagement with Coca-Cola started.

    Two years went by while my wife, Jane, and I carried on with our day jobs while the idea and support grew online. The hope was that an appropriate organisation would pick the idea up and run with it. But unfortunately, that didn’t happen and we came to the realisation that nothing would happen unless we did it ourselves.

    So we decided to give up our day jobs and gave ourselves a year to get something happening somewhere on the ground somewhere in Africa.
  • It was a fun year! In September, two supporters and I cycled across France from Boulogne to Biarritz…
  • … and raised $10,000 to fund three trips to Zambia to work with local partners to design a trial and create the partnership that would test the idea.
  • Later in that year, in December 2010, I was at a networking event for start-up social enterprises and the organisers asked those gathered to come forward if they were facing a barrier in their development and needed help. I stood up and said we had this brilliant idea and 8,000 people on Facebook wanting to see something happen, but we were going nowhere without someone who knew about packaging.
     
    Completely coincidentally, Chris Griffin, founder and managing director of PI Global was at the same event, and came up to me afterwards and said he thought his company could help.
  • Pi Global turned this concept…
  • So what happened next?
     
    We sold more than 26,000 Kit Yamoyos into poor, remote rural communities in Zambia. This was in one year and from a standing start.
  • When we started, less than 1% of children were receiving the correct treatment for diarrhoea. After 12 months, 45% were (the control districts where we did not intervene remained at <1%).
  • We reduced the distance mothers had to walk to get ORS by 2/3rds from 7.3km to 2.4km
  • Users of our kit mixed the ORS correctly, users of 1 litre sachets generally don’t mix it properly.
  • We increased the perception of ORS as an effective treatment for diarrhoea by 14 percentage points to a whopping 92%
  • BUT
     
    Here’s the surprise, only 4% of kits went into Coca-Cola crates!
  • This was our original award-winning idea.
  • But this is what happened in practice.

    It was the space in the market not the space in the crates that was important.

  • So, in Zambia, we are no longer using the packaging that won the DuPont Diamond Award just last year. We’ve moved on and are using these formats instead.

    This Screw-top incorporates all the features of the original AidPod. In fact it’s a better measuring device, mixing device, storage device and cup AND it’s cheaper and it can be made in Zambia.

  • And this humble, pop-open, Flexi-pack – developed for us by Amcor – is even cheaper. And it can also measure the water and is free standing when you pour water in it.
  • DuPont packaging awards May 2014

    1. 1. The ColaLife packaging story (so far) 26th DuPont Awards for Packaging Innovation 15-May-2014
    2. 2. Slash & Burn Agriculture | NE Zambia, 1985
    3. 3. Coca-Cola seems to get everywhere in developing countries, yet life-saving medicines don't. Why? Our starting point
    4. 4. The humble telex machine, 1985
    5. 5. The mighty Facebook, May 2008
    6. 6. Sep 2010 | Cycle route - Boulogne to Biarritz
    7. 7. Sep 2010 | Cycle ride across France raised £6,000
    8. 8. Dec 2010 | Met Chris Griffin of PI Global at UnLtd event
    9. 9. 2010 | Early model AidPods
    10. 10. 2010 | Early model AidPods
    11. 11. May 2013 | The award-winning Kit Yamoyo
    12. 12. Our packaging partners
    13. 13. Our innovation drivers Sharing and open innovation1 Understanding customer needs2 Building unlikely alliances3
    14. 14. The standard suppliers’ solution – the cardboard box
    15. 15. Mar 2012 | Finalised the Kit Yamoyo design
    16. 16. Kit Yamoyo • Attractive • ORS sachets are 200ml Mar 2012 | Finalised the Kit Yamoyo design
    17. 17. Kit Yamoyo • Attractive • ORS sachets are 200ml • Packaging is also: • A measuring device for the water Mar 2012 | Finalised the Kit Yamoyo design
    18. 18. Kit Yamoyo • Attractive • ORS sachets are 200ml • Packaging is also: • A measuring device for the water • A mixing device Mar 2012 | Finalised the Kit Yamoyo design
    19. 19. Kit Yamoyo • Attractive • ORS sachets are 200ml • Packaging is also: • A measuring device for the water • A mixing device • A storage device (the soap tray is a lid) • A cup Mar 2012 | Finalised the Kit Yamoyo design
    20. 20. >26k kits sold into the two remote rural trial areas in 12 months.
    21. 21. >26k kits sold into the two remote rural trial areas in 12 months. 45%of children in trial areas received ORS/Zinc. Up from a baseline of <1%. Comparator sites stayed at <1%.
    22. 22. >26k kits sold into the two remote rural trial areas in 12 months. 45%of children in trial areas received ORS/Zinc. Up from a baseline of <1%. Comparator sites stayed at <1%. 2.4km The distance to ORS/Zinc in the trial areas was reduced by two- thirds from 7.3km to 2.4km.
    23. 23. >26k kits sold into the two remote rural trial areas in 12 months. 45%of children in trial areas received ORS/Zinc. Up from a baseline of <1%. Comparator sites stayed at <1%. 2.4km The distance to ORS/Zinc in the trial areas was reduced by two- thirds from 7.3km to 2.4km. 93%of Kit Yamoyo users mixed ORS correctly. Only 60% do when given 1 litre sachets.
    24. 24. 14The perception of ORS as an effective treatment for diarrhoea increased by 14 percentage points. >26k kits sold into the two remote rural trial areas in 12 months. 45%of children in trial areas received ORS/Zinc. Up from a baseline of <1%. Comparator sites stayed at <1%. 2.4km The distance to ORS/Zinc in the trial areas was reduced by two- thirds from 7.3km to 2.4km. 93%of Kit Yamoyo users mixed ORS correctly. Only 60% do when given 1 litre sachets.
    25. 25. 14The perception of ORS as an effective treatment for diarrhoea increased by 14 percentage points. >26k kits sold into the two remote rural trial areas in 12 months. 45%of children in trial areas received ORS/Zinc. Up from a baseline of <1%. Comparator sites stayed at <1%. 2.4km The distance to ORS/Zinc in the trial areas was reduced by two- thirds from 7.3km to 2.4km. 93%of Kit Yamoyo users mixed ORS correctly. Only 60% do when given 1 litre sachets. 4%Only 4% of kits went into Coca- Cola crates. It was the space in the market not the space in the crates that was important.
    26. 26. Our award-winning idea……
    27. 27. Our award-winning idea…… what happened in practice
    28. 28. The screw-top
    29. 29. The screw-top The flexi-pack
    30. 30. 14The perception of ORS as an effective treatment for diarrhoea increased by 14 percentage points. >26k kits sold into the two remote rural trial areas in 12 months. 45%of children in trial areas received ORS/Zinc. Up from a baseline of <1%. Comparator sites stayed at <1%. 2.4km The distance to ORS/Zinc in the trial areas was reduced by two- thirds from 7.3km to 2.4km. 93%of Kit Yamoyo users mixed ORS correctly. Only 60% do when given 1 litre sachets. 4%Only 4% of kits went into Coca- Cola crates. It was the space in the market not the space in the crates that was important.
    31. 31. Thanks to our packaging partners (none of this would have been possible without them)
    32. 32. Thanks to our Funders
    33. 33. The data contained in this presentation are unpublished and based on preliminary analysis of data from the ColaLife Operational Trial in Zambia (COTZ). Final calculations may vary and will be published in peer reviewed literature in due course. In the interim, the following citation may be used: Ramchandani, R. et al. (2014). ColaLife Operational Trial Zambia (COTZ) Evaluation. Johns Hopkins Bloomberg School of Public Health, Baltimore. Related correspondence should be sent to Rohit Ramchandani (roramcha@jhsph.edu) and copied to Simon Berry (simon@colalife.org). A note on the data contained within this presentation
    34. 34. Awards | The Kit Yamoyo has won many global awards

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