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ColaLife | Convening power | Hard power vs soft power

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A ColaLife presentation at the conference on Hard and Soft Power at the Cambridge Union on 5 June 2010.

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ColaLife | Convening power | Hard power vs soft power

  1. 1. Simon Berry [email_address] cola life .org ColaLife June 2010 Convening Power - a soft power case study
  2. 2. Soft Power: ‘The ability to get what you want using attraction…’ Joseph Nye
  3. 5. Fact 1: You can buy a Coca-Cola virtually anywhere in the World. Even in developing countries.
  4. 6. Fact 2: 1 in 5 children in developing counties die before their 5th birthday.
  5. 7. No real progress in the last 25 years Fact 3:
  6. 14. cola life Mark III aidpod
  7. 15. 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.
  8. 16. 21/4/09 >> Coca-Cola say ‘YES’ to trials
  9. 17. 21/4/09 >> Coca-Cola say ‘YES’ to trials
  10. 18. Where did the power ColaLife has come from?
  11. 20. Soft power tools <ul><ul><li>Convening power of the </li></ul></ul><ul><ul><li>internet </li></ul></ul><ul><ul><li>Consumer power to leverage </li></ul></ul><ul><ul><li>corporate power - harnessing </li></ul></ul><ul><ul><li>ethical consumerism </li></ul></ul>
  12. 23. 12,000 120 412 496 bookmarks 12+ banner ad carriers 12,000+ views 1,060 4th referrer
  13. 24. Convening power of the internet <ul><ul><li>It gives you clout and gets you </li></ul></ul><ul><ul><li>noticed </li></ul></ul>
  14. 28. Convening power of the internet <ul><ul><li>Improves the idea </li></ul></ul>
  15. 29. Method Contents How the idea has developed
  16. 31. Method Making use of unused space How the idea has developed
  17. 32. Method Contents Making use of un-used space Locally determined – social products How the idea has developed
  18. 33. <ul><li>Convening power of the internet </li></ul><ul><ul><li>Increases confidence and credibility </li></ul></ul>
  19. 34. Prof Don Nutbeam Global health Dr Ian Goldman African community- led development Teilmann Nieuwoudt Emerging market logistics Rohit Ramchandani Canadian Development Agency, PhD Troy Kennedy Condoms for Africa Samira Daswani ColaLife Volunteer Coordinator, USA Alex Spina ColaLife Volunteer Coordinator, UK Craig Nakagawa CEO Village Reach
  20. 35. Leveraging consumer power ‘ Shopping is more important than voting’ Andrew Wilson, Director of the UK's Ashridge Centre for Business and Society
  21. 36. Wellesley College, US Nottingham Trent, UK La Martiniere, India Warwick University, UK
  22. 37. ColaLife phase 2 - from ‘cool campaign’ to ‘implementation’
  23. 38. Why don’t Coca-Cola just do it? <ul><li>‘ Invitation’ not intervention </li></ul><ul><li>They need ‘ permission ’ from their customers </li></ul><ul><li>They need ‘ the right partners ’ </li></ul><ul><li>They need ‘ a trusted third party ’ to pull things together </li></ul>‘ Coca-Cola cannot do this on its own. If we did, we'd [rightly] be accused of taking over the public health service and meddling where we are not qualified.’ Salvatore Gabola, Coca-Cola's Head of Stakeholder Relations, June 2008
  24. 39. Universally replicable distribution channel. 80% of Coca-Cola is distributed in bottles and crates like these
  25. 40. Local determination of the: • WHAT • WHEN • WHERE By organisations with long-term responsibility for public health Universally replicable distribution channel. 80% of Coca-Cola is distributed in bottles and crates like these
  26. 41. Local determination of the: • WHAT • WHEN • WHERE By organisations with long-term responsibility for public health Local determination of what happens to products at the destination. Options include: • Sale • Given free • Collected by community health worker or local clinic • etc Universally replicable distribution channel. 80% of Coca-Cola is distributed in bottles and crates like these
  27. 43. colalife.org
  28. 44. to be continued . . . . PLEASE join the Facebook group *AND* invite your friends

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