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New Philanthropy:
CSR and the brand opportunity


                    colalife
                    Why not?




Wieden + Kennedy                Simon Berry
June 2010                       simon@colalife.org
Fact 1:
Fact 1:
You can buy a Coca-Cola
virtually anywhere in the
World. Even in developing
countries.
Fact 2:
Fact 2:
1 in 5 children in
developing counties die
before their 5th birthday.
Fact 3:
Fact 3:
No real progress in the
last 25 years
colalife Mark III aidpod
21/4/09 >> Coca-Cola say ‘YES’ to trials
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
So why not?
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”
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
What next?
 ★ Work in Africa

 ★ Build supporter-base

 ★ Fund raise
Product design
Process design
Warwick University, UK   Wellesley College, US




La Martiniere, India     Nottingham Trent, UK
colalife.org
ColaLife IS
•   About thinking differently
•   Building unlikely, win-win-win alliances to do
    extraordinary things
•   New participatory philanthropy (CSR 2.0?)
PLEASE join the Facebook group *AND* invite your friends




                           Text




                                   to be continued . . . .
colalife.org
thank you
                                    the p
                               join rou
                           ASE ok g our
Simon Berry            PLE bo         y
simon@colalife.org         e invite
                       Fac D*
twitter.com/51m0n
                        *A N riends
twitter.com/colalife           f

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Simon Berry presents ColaLife @ Canvas8

  • 1. New Philanthropy: CSR and the brand opportunity colalife Why not? Wieden + Kennedy Simon Berry June 2010 simon@colalife.org
  • 3. 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.
  • 7.
  • 9. Fact 3: No real progress in the last 25 years
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 18.
  • 19.
  • 20. 21/4/09 >> Coca-Cola say ‘YES’ to trials
  • 21. 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
  • 22.
  • 24. 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”
  • 25. 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
  • 26. What next? ★ Work in Africa ★ Build supporter-base ★ Fund raise
  • 29.
  • 30.
  • 31. Warwick University, UK Wellesley College, US La Martiniere, India Nottingham Trent, UK
  • 33. ColaLife IS • About thinking differently • Building unlikely, win-win-win alliances to do extraordinary things • New participatory philanthropy (CSR 2.0?)
  • 34. PLEASE join the Facebook group *AND* invite your friends Text to be continued . . . .
  • 35.
  • 36. colalife.org thank you the p join rou ASE ok g our Simon Berry PLE bo y simon@colalife.org e invite Fac D* twitter.com/51m0n *A N riends twitter.com/colalife f

Editor's Notes

  1. 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.
  2. 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
  3. 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
  4. 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.
  5. 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
  6. 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.
  7. 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.
  8. 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.
  9. . . . . But with a lot of wriggle room . . . .
  10. To be continued – watch this space
  11. 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
  12. To be continued – watch this space
  13. 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.