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. Simon Berry [email_address] cola life .org ColaLife June 2010 Convening Power - a soft power case study
- 2. Soft Power: ‘The ability to get what you want using attraction…’ Joseph Nye
- 5. Fact 1: You can buy a Coca-Cola virtually anywhere in the World. Even in developing countries.
- 6. Fact 2: 1 in 5 children in developing counties die before their 5th birthday.
- 7. No real progress in the last 25 years Fact 3:
- 14. cola life Mark III aidpod
- 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.
- 16. 21/4/09 >> Coca-Cola say ‘YES’ to trials
- 17. 21/4/09 >> Coca-Cola say ‘YES’ to trials
- 18. Where did the power ColaLife has come from?
- 23. 12,000 120 412 496 bookmarks 12+ banner ad carriers 12,000+ views 1,060 4th referrer
- 29. Method Contents How the idea has developed
- 31. Method Making use of unused space How the idea has developed
- 32. Method Contents Making use of un-used space Locally determined – social products How the idea has developed
- 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
- 35. Leveraging consumer power ‘ Shopping is more important than voting’ Andrew Wilson, Director of the UK's Ashridge Centre for Business and Society
- 36. Wellesley College, US Nottingham Trent, UK La Martiniere, India Warwick University, UK
- 37. ColaLife phase 2 - from ‘cool campaign’ to ‘implementation’
- 39. Universally replicable distribution channel. 80% of Coca-Cola is distributed in bottles and crates like these
- 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
- 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
- 43. colalife.org
- 44. to be continued . . . . PLEASE join the Facebook group *AND* invite your friends
Notas do Editor
- 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.
- As an individual, I certainly don’t have much in the way of ‘hard power’….But do I have any ‘soft power’, can I create it? Can I wield it? Well, to my surprise - and probably yours - I came here today in this brand new hybrid car. It’s not mine. It’s been loaned to me by Honda, because I’m speaking about ColaLife - an innovative idea they want their customers to associate with their products. ColaLife is a new non-profit organisation, with no employees and no income. So, how did it happen that Honda have lent me their car? Well, I didn’t set out to ‘attract’ a new car, but there are things I do want, and that 12,000 ColaLife supporters also want - and that’s what I’m going to speak about today.
- Just in case you didn’t believe it!
- ColaLife is built on 3 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.
- FACT 3 : … need to do things differently
- 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 . . . .
- 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.
- 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 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.
- UPDATE: THE MULTI_CHANNEL APPROACH _ going where people are … 400+ blog articles etc The Facebook Group has been the foundation of this campaign BUT it’s really important in my view to take a multi-channel approach. Don’t put all your eggs in one basket or corral yourself into a single website (or portal). The more channels you are in the more likely people are to find you.
- 1 telling people about your idea and gathering supporters…
- 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.
- 1 telling people about your idea and gathering supporters…
- 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.
- 1 telling people about your idea and gathering supporters…
- Supporting the young ethical consumers of the future… campus chapters
- ‘ Invitation’ not intervention They need ‘ permission ’ from their customers They need ‘ the right partners ’ They need ‘ a trusted third party ’ to pull things together
- To be continued – watch this space