ColaLife Presentation at Chain Reaction 2009
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1) The document discusses using Coca-Cola's distribution network in developing countries to deliver essential medical supplies to reduce child mortality. 2) Up to 4,000 children die each day before their 5th birthday in developing countries from preventable causes like diarrhea. 3) The idea is to make use of unused space in Coca-Cola crates and bottles to deliver diarrhea treatment kits, new mother kits, and other supplies to areas with limited healthcare access, leveraging Coca-Cola's existing 80% bottle and crate distribution system.
![the story so far Simon Berry [email_address] cola life .org ColaLife CONNECT - COLLABORATE - COMMIT](https://image.slidesharecdn.com/colalifechainreactionv2-091113072204-phpapp01/85/ColaLife-Presentation-at-Chain-Reaction-2009-1-320.jpg)
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ColaLife Presentation at Chain Reaction 2009
- 1. the story so far Simon Berry [email_address] cola life .org ColaLife CONNECT - COLLABORATE - COMMIT
- 2. Fact 1: You can buy a Coca-Cola virtually anywhere in the World. Even in developing countries.
- 3. Fact 2: 1 in 5 children in developing counties die before their 5th birthday.
- 4. 4 Children a Minute 4,000 a day That is:
- 5. cola life animation [Please remove this text and insert the animation coke.mp4 . SET TO PLAY AUTOMATICALLY.]
- 8. CONNECT
- 15. COLLABORATE
- 16. Method How the idea has developed
- 17. Method Contents How the idea has developed
- 19. Method Making use of unused space How the idea has developed
- 20. Method Contents Making use of un-used space Locally determined – social products How the idea has developed
- 24. cola life Mark III aidpod
- 25. cola life Mark III aidpod [Please remove this text and insert the animation AidPod_animation_720x576_v2.mov . SET TO PLAY AUTOMATICALLY.]
- 26. Universally replicable distribution channel. 80% of Coca-Cola is distributed in bottles and crates like these
- 27. 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
- 28. 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
- 29. 21/4/09 >> Coca-Cola say ‘YES’ to trials
- 30. 21/4/09 >> Coca-Cola say ‘YES’ to trials [Please remove this text and insert the audio clip iPM_ Commitment from Coca-Cola clipped.mp3 . SET TO PLAY AUTOMATICALLY.]
- 32. ” “ Strengthened distribution systems and new delivery strategies Diarrhoea treatment kits for all new mothers New communication strategies Market-based solutions are often the most effective way to deliver key diarrhoea control commodities
- 37. COMMIT
- 38. to be continued . . . .
- 39. thank you Simon Berry [email_address] twitter.com/51m0n cola life .org PLEASE join the Facebook group *AND* invite your friends / support
Editor's Notes
- 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 5 th 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
- FACT 2 : 1 in 5 children in these areas die before their 5 th 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
- 30 second video – sound required – source: coke.avi
- 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.
- 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.
- I tried to spread the idea but I got nowhere. This was in a time and place with no telephone let alone internet access. Our sole link to the outside world was an old fashioned telex machine. I got nowhere.
- So, I refreshed my mind and checked the statistics (they hadn't changed), I found a Creative Commons photo on Flickr and up went my blog post. Then I called Coca-Cola and I called again and again and was getting nowhere. I got the 'Simon Berry? Who?' treatment.
- So on 18 May 2008 I set up a Facebook Group: 'Let's talk to Coca Cola about saving the World's children'. Note how humble I was with my expectations. At this point I just wanted to get in front of Coca-Cola to talk to them about the idea. I invited all my friends. I had about 100 at the time and slowly the group started to grow.
- I then went on to the BBC's iPM blog and suggested that they debate the idea. I didn't get a response in week one. So I tried again the next week. No luck. In week three I lined one or two people to back the post I made and we were off. I went into the Millbank studio on 21/5/08 and was interviewed by Eddie Mair. This interview was used during the rest of the week by the iPM Team to put together a 10 minute feature . . . . . . which included a response for Coca-Cola's Head of Stakeholder Relations, Salvatore Gabola. Salvatore invited me to Brussels to talk about the idea in more detail and I went on 16/6/08. We got on well and we got a commitment to include the ColaLife idea in research Coca-Cola were about to do into their distribution network in east Africa. Coca-Cola also said that they would feed information about the progress of the research to me for my Blog.
- I then went on to the BBC's iPM blog and suggested that they debate the idea. I didn't get a response in week one. So I tried again the next week. No luck. In week three I lined one or two people to back the post I made and we were off. I went into the Millbank studio on 21/5/08 and was interviewed by Eddie Mair. This interview was used during the rest of the week by the iPM Team to put together a 10 minute feature . . . . . . which included a response for Coca-Cola's Head of Stakeholder Relations, Salvatore Gabola. Salvatore invited me to Brussels to talk about the idea in more detail and I went on 16/6/08. We got on well and we got a commitment to include the ColaLife idea in research Coca-Cola were about to do into their distribution network in east Africa. Coca-Cola also said that they would feed information about the progress of the research to me for my Blog.
- I then went on to the BBC's iPM blog and suggested that they debate the idea. I didn't get a response in week one. So I tried again the next week. No luck. In week three I lined one or two people to back the post I made and we were off. I went into the Millbank studio on 21/5/08 and was interviewed by Eddie Mair. This interview was used during the rest of the week by the iPM Team to put together a 10 minute feature . . . . . . which included a response for Coca-Cola's Head of Stakeholder Relations, Salvatore Gabola. Salvatore invited me to Brussels to talk about the idea in more detail and I went on 16/6/08. We got on well and we got a commitment to include the ColaLife idea in research Coca-Cola were about to do into their distribution network in east Africa. Coca-Cola also said that they would feed information about the progress of the research to me for my Blog.
- Convening people around the idea had got the BBC’s attention and helped grow the campaign. But these people have been an inspiration. They have challenged the idea and this has forced me to develop the idea and it has got better and better. The original idea was to replace a bottle in one in 10 crates with a ‘colalife tube’ and for the tube to contain Oral Rehydration Salts.
- Convening people around the idea had got the BBC’s attention and helped grow the campaign. But these people have been an inspiration. They have challenged the idea and this has forced me to develop the idea and it has got better and better. The original idea was to replace a bottle in one in 10 crates with a ‘colalife tube’ and for the tube to contain Oral Rehydration Salts.
- Two key challenges to this approach were: Why Oral Rehydration Salts? And, more importantly, removing a bottle will damage our profits and the kill the goose that laid the golden egg. Why not make use of the unused space in the crate? And make it up to local people with the necessary expertise decide what should go in the container. It was Eddie Mair, in a BBC Radio 4 interview, who coined the phrase ‘aidpod’ and it’s stuck.
- Two key challenges to this approach were: Why Oral Rehydration Salts? And, more importantly, removing a bottle will damage our profits and the kill the goose that laid the golden egg. Why not make use of the unused space in the crate? And make it up to local people with the necessary expertise decide what should go in the container. It was Eddie Mair, in a BBC Radio 4 interview, who coined the phrase ‘aidpod’ and it’s stuck.
- In the meantime we were thinking of designs for the aidpod . . .
- In the meantime we were thinking of designs for the aidpod . . .
- In the meantime we were thinking of designs for the aidpod . . .
- 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 . . . .
- [Embedded audio file: iPM_ Commitment from Coca-Cola.mp3, 4min 54secs . . . . But with a lot of wriggle room . . . .
- Quotes from this month’s WHO/UNICEF report
- Quotes from this month’s WHO/UNICEF report
- To be continued – watch this space
- To be continued – watch this space
- This is the story so far of the ColaLife campaign. The campaign is on-going and since it started in May this year it has achieved an amazing amount. Most significantly, it has engaged Coca-Cola at a global level. To do this it has used a selection of Web 2.0 technologies including Social Networks.