Royal Society of Medicine - Medical Innovations - Kit Yamoyo and its value chain
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Presentation given by ColaLife's Simon Berry at the Royal Society of Medicine's 11th Medical Innovations Summit 2015 on 12-Sep-15. This includes a brief history of ColaLife, the learning from the operational trial in Zambia and progress towards national scale-up.
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Royal Society of Medicine - Medical Innovations - Kit Yamoyo and its value chain
- 1. Medical Innovations – Kit Yamoyo and its value chain 11th Medical Innovations Summit 2015, Royal Society of Medicine 12-Sep-15 #medinnov @colalife Simon Berry
- 3. What is ColaLife and who are we? ColaLife is a charity registered in the UK Charity number: 1142516 • Two founding executives • Five voluntary trustees • Focus on saving children’s lives • Independent • Our only project is in Zambia • Looking for global impact through • Disruptive innovation • Generating robust evidence • Sharing findings and learning • No personal commercial interest
- 4. Rohit Ramchandani Jane Berry The other members of the ColaLife team
- 5. Our starting point What we did next 1 Next moves What we did What we learned 2 3 54 Medical Innovations – Kit Yamoyo and its value chain 11th Medical Innovations Summit 2015, Royal Society of Medicine 12-Sep-15
- 6. Our starting point What we did next 1 Next moves What we did What we learned Medical Innovations – Kit Yamoyo and its value chain 11th Medical Innovations Summit 2015, Royal Society of Medicine 12-Sep-15 2 3 54
- 12. Diarrhoea 17% Malaria 12% AIDS 3% Diarrhoea kills more children than Malaria and AIDS combined
- 13. In Zambia 46% of children are stunted (up to 70% in some areas)
- 14. observation 2
- 16. Full shopsFull shops – empty clinics Remote rural retail shop, Kalomo District, Zambia Drug store room, Tiriri Health Centre, Katine, Uganda
- 17. the idea
- 18. Why not put ORS & Zinc Kit in Coca-Cola crates?
- 19. Our starting point What we did next Next moves What we did What we learned Medical Innovations – Kit Yamoyo and its value chain 11th Medical Innovations Summit 2015, Royal Society of Medicine 12-Sep-15 2 3 54 1
- 20. Jun 2010 | Gave up jobs to try and get a trial started
- 21. Jun 2010 | Gave up jobs to try and get a trial started Our kitchen table UK
- 22. Jun 2010 | Gave up jobs to try and get a trial started Rohit on Skype Canada Our kitchen table UK
- 23. Jun 2010 | Gave up jobs to try and get a trial started Rohit on Skype Canada Harvard & UNICEF on speaker phone USA Our kitchen table UK
- 24. Sep 2010 | Cycle ride across France raised £6,000
- 25. Oct 2010 | First of three consultation trips to Zambia
- 26. Jun 2011 | Partnership and trial plan in place
- 27. impact Mothers in underserved rural communities increase use of ORS and Zinc in home treatment of diarrhoea purpose Target communities in two under-served rural districts have improved access to ORS and Zinc outputs Profit-driven supply chains improve availability of ADKs (anti-diarrhoea kits) in targeted communities in two underserved rural districts Mothers/care-givers demonstrate awareness of ADKs and the benefits of the contents (ORS, Zinc and Soap) access = ADK in the hand of an aware mother/care-giver Availability = ADK in stock in retail outlets at community level Generating robust evidence - the COTZ results framework
- 28. Dec 2011 COTZ trial timeline | 24 months
- 29. Our starting point What we did next Next moves What we did What we learned Medical Innovations – Kit Yamoyo and its value chain 11th Medical Innovations Summit 2015, Royal Society of Medicine 12-Sep-15 2 3 54 1
- 30. Early 2012 | Pre-trial focus group work What we learnt Litre sachets are too big Measuring water was an issue Willingness to pay Preferred branding
- 31. Mar 2012 | Finalised the Kit Yamoyo design
- 32. Mar 2012 | Finalised the Kit Yamoyo design Kit Yamoyo • Attractive
- 33. Mar 2012 | Finalised the Kit Yamoyo design Kit Yamoyo • Attractive • ORS sachets are 200ml
- 34. Mar 2012 | Finalised the Kit Yamoyo design Kit Yamoyo • Attractive • ORS sachets are 200ml • Packaging is also: • A measuring device for the water
- 35. Mar 2012 | Finalised the Kit Yamoyo design Kit Yamoyo • Attractive • ORS sachets are 200ml • Packaging is also: • A measuring device for the water • A mixing device
- 36. Mar 2012 | Finalised the Kit Yamoyo design 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
- 38. Awards | The Kit Yamoyo has won many global awards
- 39. 0 Nobody sold ORS or Zinc in the private sector. Sep 2012 Before we started
- 40. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea Sep 2012 Before we started
- 41. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. Sep 2012 Before we started
- 42. 60% Only 60% of mothers mixed ORS correctly when given litre sachets. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. Sep 2012 Before we started
- 43. 60% Only 60% of mothers mixed ORS correctly when given litre sachets. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. Sep 2012 Before we started
- 44. 60% Only 60% of mothers mixed ORS correctly when given litre sachets. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. >26k kits sold into the two remote rural trial areas in 12 months. Aug 2013 After 12 months Sep 2012 Before we started
- 45. 60% Only 60% of mothers mixed ORS correctly when given litre sachets. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. >26k kits sold into the two remote rural trial areas in 12 months. 45% of children in trial areas received ORS/from Zinc. Up a baseline of <1%. Aug 2013 After 12 months Sep 2012 Before we started
- 46. 60% Only 60% of mothers mixed ORS correctly when given litre sachets. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. >26k kits sold into the two remote rural trial areas in 12 months. 45% of children in trial areas received ORS/from Zinc. Up a baseline of <1%. 2.4km The distance to ORS/Zinc in the trial areas was reduced by two-thirds from 7.3km to 2.4km. Aug 2013 After 12 months Sep 2012 Before we started
- 47. 60% Only 60% of mothers mixed ORS correctly when given litre sachets. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. >26k kits sold into the two remote rural trial areas in 12 months. 45% of children in trial areas received ORS/from Zinc. Up a baseline of <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. Aug 2013 After 12 months Sep 2012 Before we started
- 48. 60% Only 60% of mothers mixed ORS correctly when given litre sachets. 0 Nobody sold ORS or Zinc in the private sector. <1% of children received the correct treatment for diarrhoea 7.3km Was the average distance to ORS. >26k kits sold into the two remote rural trial areas in 12 months. 45% of children in trial areas received ORS/from Zinc. Up a baseline of <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. Aug 2013 After 12 months Sep 2012 Before we started
- 49. 4% Only 4% of kits went into Coca-Cola crates. Aug 2013 After 12 months
- 50. In Zambia, it’s the space in the market, not the space in the crates that is important. This means we can revisit the packaging to make it cheaper. Kit Yamoyo Washing Powder Eggs Biscuits Cola – but not Coca-Cola Bread
- 51. Manufacture Assembly Distribution Wholesale K3.10 Retail K3.70 Customer K5.00 Market development - the Value Chain
- 52. Our starting point What we did next Next moves What we did What we learned Medical Innovations – Kit Yamoyo and its value chain 11th Medical Innovations Summit 2015, Royal Society of Medicine 12-Sep-15 2 3 54 1
- 53. 2014 Incorporating the learning into a national scale-up plan
- 54. Control Trial – 2012-13 Transition – from 2013 Transition Intervention Progress towards national coverage
- 55. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Only include blister pack Soap Produce locally Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option Learning – product design
- 56. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Only include blister pack Soap Produce locally Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option Learning – product design
- 57. 4Learning – 200ml ORS sachets
- 58. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Only include blister pack Soap Produce locally Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option 4Learning – reduce number of ORS sachets to 4
- 59. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Only include blister pack Soap Produce locally Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option 4Learning – zinc
- 60. Learning - designing for better zinc adherence
- 61. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Design the blister pack to enhance adherence to the 10-day regime Blister pack needs no box Soap Produce locally Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option 4Learning – zinc packaging design
- 62. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Design the blister pack to enhance adherence to the 10-day regime Blister pack needs no box Soap Produce locally Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option 4Learning – soap
- 63. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Design the blister pack to enhance adherence to the 10-day regime Blister pack needs no box Soap Produce locally (still to be achieved) Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option 4Learning – soap
- 64. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Design the blister pack to enhance adherence to the 10-day regime lister pack needs no box Soap Produce locally Leaflet Packaging Remove constraint of fitting in Coca- Cola crate Produce locally Produce re-fill option 4Learning – leaflet
- 66. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Design the blister pack to enhance adherence to the 10-day regime Blister pack needs no box Soap Produce locally Leaflet Simplify – single fold. Same leaflet for all formats Packaging 4Learning – packaging
- 67. ORS Reduce number of sachets to 4 NOTE: This will also enhance adherence Zinc Produce locally Design the blister pack to enhance adherence to the 10-day regime Blister pack needs no box Soap Produce locally Leaflet Simplify – single fold. Same leaflet for all formats Packaging Remove constraint of fitting in Coca- Cola crate. Only 4% of retailers used this option Produce locally Produce re-fill option 42014 | Incorporating the learning into the scale-up
- 68. 4Learning – packaging – the screw-top
- 69. 4Learning – packaging – the screw-top
- 70. 4Learning – packaging – the flexi-pack
- 72. Scale-up – from 2015 Control Trial – 2012-13 Transition – from 2013 Transition Intervention KYTS-ACE Progress towards national coverage
- 73. 452,000 Product - new public sector format
- 74. Promotion – aspirational product
- 75. Promotion – frontline and face to face
- 76. Para-skilling shop-keepers to advise customers
- 77. Our starting point What we did next Next moves What we did What we learned Medical Innovations – Kit Yamoyo and its value chain 11th Medical Innovations Summit 2015, Royal Society of Medicine 12-Sep-15 2 3 54 1
- 78. Scale-up – from 2015 Control KYTS-LUSAKA Trial – 2012-13 Transition – from 2013 Transition Intervention KYTS-ACE Progress towards national coverage
- 79. Sharing the learning – our global impact strategy colalife.org/openaccess
- 80. Campaigning for… 1. 200ml ORS sachets for home use 2. Co-packaging of ORS and Zinc 3. ORS and Zinc as over the counter medicines 4. People to understand that all our designs, learning and findings are theirs to take and use for FREE – we are NOT promoting a product – we promoting a game-changing new approach to diarrhoea treatment in the home
- 81. Chimtende, Katete Like us on Facebook (please): facebook.com/colal ife
- 82. Thank you to the ColaLife funders Isenberg Family Charitable Foundation
- 84. 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. (forthcoming). 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
Notas do Editor
- [Presentation description: This presentation describes the progress of UK charity ColaLife from its initial concept to ‘piggyback’ simple medicines, at the ‘last mile’ of distribution in developing countries, through to the results and learning from the 2 year trial in Zambia, to scale-up plans to cover the whole of Zambia and spread designs and learning more widely.]
- Good morning everybody. My name is Simon Berry and I’m going to talk to you about innovation and diarrhoea. I was last here 4.5 years ago when all I had was: • two observations • an idea and • a determination to do something about the high mortality rates among young children in developing countries. I’d like to thank Paul Summerfield for giving me that opportunity that helped build our credibility at such a crucial time. Paul obviously had an inkling that something would happen! And it has. This is me reporting back. [Omit: There are other supporters here too and I’d like to mention just one, at the risk of upsetting the others. There is a young women here from Tiffin Girls School. My partner in life and ColaLife, Jane, went to Tiffin Girls School a few years ago and my daughter now head the design and technology department there. The school has raised funding for ColaLife. So please can the student here please take our thanks back to the school.]
- Before I start though a quick work on ColaLife. ColaLife is a very small relatively new organisation, founded by Simon and Jane Berry in 2008/9. Although Coca-Cola and other corporates have helped us with learning and knowledge, we are completely independent. Our strategy for impact is to stay small, with very low overheads, and openly share findings, learning and IP so that larger organisations can adopt and adapt these for faster impact. The charity has no commercial interest in the product we’ve designed.
- I also want to recognise my colleagues. Jane works with me full-time when she hasn’t got Shingles which is the case at the moment. She is my partner in life and ColaLife. Rohit is based in Canada and works with us part-time. He is our public health adviser and it completing his Doctoral in Public Health at Johns Hopkins University.
- I’ve split this short presentation into 5 parts
- Our starting point.
- This is the first observation I mentioned
- Against this backdrop, 1 in 5 children didn’t make it to their 5th birthday.
- – 25 times higher than here in Europe.
- ColaLife wants to make this picture for developing countries look like…
- … this one.
- Just as shocking as this level of mortality is the fact that diarrhoea, an easily treated condition, is the second biggest killer. It was back in 1985 and still now. Dehydration from diarrhoea kills more children than Malaria and HIV/AIDS combined.
- Just as shocking as this level of mortality is the fact that diarrhoea, an easily treated condition, is the second biggest killer. It was back in 1985 and still now. Dehydration from diarrhoea kills more children than Malaria and HIV/AIDS combined.
- Against this backdrop of high mortality and the lack of essential medicines to treat diarrhoea, you can get a Coca-Cola (and other FMCGs) in most places,
- While community shops are well stocked with the things people want, the public sector struggles to keep public health centres stocked with essential medicines.
- This brings me to the idea…
- Coca-Cola get everywhere so if we put medicines in the crates that would get everywhere too.
- So what did we do with those two observations and that idea.
- We spent two years sharing and promoting the idea and developing support for it online in the hope that a children’s organisation would pick it up. None of them would. So in June 2010, Jane and I gave up our day jobs to try to and get a trial of this idea underway somewhere in Africa. We were helped with an award from ‘UnLtd’, the UK Foundation for Social Entrepreneurs. Despite humble resources, our Facebook Group and our blog that had been ongoing for 2 years at this point had generated global interest – even excitement - in what we were trying to do.
- This is what our kitchen table looked like on a typical day: Jane and I were in the UK.
- Rohit was on Skype from Canada with his voice coming out of my laptop.
- And we had UNICEF and Harvard on the speaker phone from the USA. Harvard were working on recommendations to UNICEF who realised that MDG #4 (child mortality) was going to be missed. Harvard had found us online. The Harvard Report to UNICEF recommended that UNICEF support innovations like ours.
- The objective was to raise the money needed to travel to Africa to work on a trial plan with local stakeholders. We raised over £6,000.
- The cycle ride funded three trips to Zambia where Jane and I worked with local partners on a plan for a trial of the ColaLife idea. We spoke to 16 NGOs, the Ministry of Health and its distribution parastatal – Medical Stores Limited, as well as corporates like SABMiller/Zambian Breweries – the Coca-Cola bottler in Zambia.
- We visited zambia three time for two weeks each time and during this time we put together this ‘unlikely alliance’ and we’d co-designed a trial and had a plan. Putting this partnership together was no mean feat. Not many partnerships involve UNICEF and the world’s biggest brewer (SABMiller), or Coca-Cola and a small, developing-world pharmaceutical manufacturer – Pharmanova.
- This is what we set out to do in the trial. We wanted to see if our idea would increase the USE of ORS and Zinc in the treatment of diarrhoea in the home. We knew, from many other studies done by others, that if we could do this we would save children’s lives. In order to increase use we need to increase ACCESS to ORS and Zinc. And by access we mean, co-packaged ORS and Zinc in the hand of mother/carer who know what it is and how to use it. In order to increase ACCESS we need to do two other things: 1. Increase AVAILABILITY of the co-packaged ORS and Zinc in communities, and by AVAILABILITY we mean the co-packaged ORS and Zinc on the shelves in retail shops serving the communities and 2. Increase AWARENESS among mothers/carers of the benefits of ORS and Zinc in the treatment of diarrhoea
- This is the trial timeline. • 9-montn set-up period • 12-month trial • 3-month wind-up which never happened
- So what did we learn from the trial?
- This was perhaps our most important activity in the whole trial – talking to mothers about diarrhoea treatment in the home. We learned four key things: Litre sachets are too big Measuring water is problem We also got an indication of how much they might pay for an anti-diarrhoea kit And how they’d like it branded
- This is the resulting product – Kit Yamoyo – is:
- • attractive – aspirational even
- • it contains 200ml sachets of ORS
- • the packaging acts as a measure for the water
- • it’s also a mixing device for the ORS
- • and can be used as a cup
- • that fitted in a Coca-Cola crate
- The Kit Yamoyo has captured people’s imagination and won many global health, design and innovation awards. In Sep-13 it was featured at the UN General Assembly as a breakthrough innovation in Child Health. In Mar-14 it was show-cased by PATH and PSI in their Best Buys for Global Health initiative.
- Before the trial started we conducted a baseline survey and this is what we found: • Nobody in the trial areas sold ORS or Zinc. The only source was the public sector through health centres and stock-outs here were regular
- • Less than 1% of children were being treated with ORS and Zinc – the 10-year-old international standard
- • the nearest source of ORS (the health centre) was an average of 7.3km away.
- • The ORS sachets available were 1 litre sachets and only 60% of carers mixed these correctly
- So it’s no wonder that diarrhoea holds its position as the 2nd biggest killer of under 5 children.
- So what happened during our 12-month trial? • From a standing start we sold 26,000 kits to retailers serving the trial communities
- So what happened during our 12-month trial? • We increased treatment rates from <1% to 45%
- So what happened during our 12-month trial? • We reduced the distance mothers had to travel to access treatment – shops are a lot closer to people’s homes that clinics
- So what happened during our 12-month trial? • And through the design of the kit we increased correct measurement of the ORS from 60% to 93%. When using Kit Yamoyo, 93% of mothers got the mixing right
- Before and after…
- But here’s the shock: • Only 4% of the 26,000 kits sold travelled to the village in Coca-Cola crates
- In practice, this is what happened. It wasn’t the space in the crates that was important, it was the space in the market. We had designed and marketed an aspirational product (just like Coke) which people wanted and which retailers could make a profit bring to the communities and selling (just like Coke).
- We design and product TOGETHER WITH its value chain.
- So what have we done since the trial?
- We never wound-up after the ColaLife trial as carers in the trial areas had got used being able to access Kit Yamoyo in their local shop in the trial areas.
- We began trialing in 2 remote rural districts (see dark blue dots) – Katete and Kalomo – each 5 to 7 hours drive from the capital Lusaka. With transitional funding we’ve been able to expand the coverage within the trial districts and move into the neighbouring districts including the trial control districts. This has been done with very little funding from the bases established for the trial while we seek additional funding for full scale-up.
- In parallel with this we have done a root and branch review the the Kit Yamoyo design to drive out the subsidy while maintaining as many of the original features as possible. No element of the kit was exempt from this review, not even the award-winning packaging.
- First ORS
- The small sachets, making up only 200ml, were very successful. We had put 8 in each kit, to mimic the ‘traditional’ prescription of 2*1 litre sachets… however…
- So, we reduced the number of ORS sachets in the kit to 4 (from 8). This will halve the cost of the ORS component while at the same time enhance adherence to the combined ORS and Zinc regime (as there will typically be no left over sachets and mothers/carers will have to buy a new kit).
- Looking at the Zinc component…
- We want to see if we can improve adherence to the ten day regimen for Zinc by better design. Our pharmaceutical partner in the trial as been inspired to produce Zinc locally. This provides the opportunity to design our own Zinc packaging, and Pharmanova has taken this on board. The Zinc now has local approval to be manufactured in Zambia – reducing costs and avoiding import costs, breaks in supply, delays in customs, short use-by dates, and unlabelled or poorly labelled Zinc strips.
- The locally produced Zinc will be cheaper and there will be no need for it to be in its own box which will also reduce costs.
- Looking at the soap component…
- We are working to persuade the only soap manufacturer in Zambia to produce a small 25g bar of soap. This will replace the soap imported from India – and will cut costs and import delays. The manufacturer also plans to sell the soap as a stand-alone product. The economic environment in Zambia and lack of a big anchor client has delayed this.
- Looking at the leaflet…
- We have simplified the leaflet and reduced costs by making one single fold format that will serve for all product formats. We found that clear, high quality, graphical instructions were preferred over translations into multiple local languages.
- Looking at the packaging…
- Because the kit no longer needs to fit in Coca-Cola crates we can move to cheaper packaging options. In the scale-up we will be using two new packaging formats: • a screw-top • a flexible pack
- The screw-top jar is 40% cheaper than the trial packaging and can be manufactured locally using a mold developed by our packaging partner PI Global and manufactured in China. This has all the functionality of the trial packaging but is a better measuring, mixing and storage device and cup. However, this will retail at around K8.00 with no subsidy which will be too expensive for some of our target group.
- The flexi-pack is very cheap to transport – over 150 can fit in one carton. The much simpler flexi-pack achieves our target price of K5.00 and retails the measuring functionality. Both products will be available in selected supermarket stores during scale-up. But the flexi-pack will be the primary product in other outlets.
- In early 2015 we secured funding for scale-up in peripheral districts of Zambia – KYTS-ACE. These are not the places you would choose to scale-up a commercial product but this is where the funding is! However, we will be working with a supermarket chain in 4 of these districts. However, most kits will be going out through the public sector.
- 452,000 Government-branded kits have been ordered and if our ‘Lives saved’ model developed from the trial holds true, these will save 1,350 lives.
- While in the private sector the Kit yamoyo version of the product will be promoted using the same techniques that Coca-Cola uses. Product Branding, Name and photo are based on our original focus group’s preferences.
- While in the private sector the Kit yamoyo version of the product will be promoted using the same techniques that Coca-Cola uses. Product Branding, Name and photo are based on our original focus group’s preferences.
- These micro-retailers can then advise their community on product benefits and the wider issues around diarrhoea
- Thanks to DfID funding we will start scale-up where most people live - over 2 million of Zambia’s 13 million people live here. As the final step to national scale-up we will seek support to develop the market in the Copperbelt (green circle) where another 2 milllion live.
- And at the same time we are campaigning for: The production of 200ml ORS sachets for treatment of diarrhoea in the home – we don’t care who produces them – we just want them to be produced and available on the market. The co-packaging of ORS and Zinc to improve the likelihood that they are dispensed together ORS and Zinc to be classified as over the counter medicines. They are in many places but not everywhere. This classification will mean that the all pervasive FMCG distribution channels will be open to co-packaged ORS and Zinc People to understand that ColaLife is not selling anything! We want to give all our designs, learning and findings away for others to exploit for free. We are not selling a product or ideas, we are promoting a game-changing approach to diarrhoea treatment in the home
- It was the early commitment of funds to the ColaLife idea that leveraged all the other support for the trial and subsequent to the trial additional funders have come on-board. Notably Ceniarth and the Isenberg Family Charitable Foundation have provided ‘catalytic’ funding and we have always enjoyed support from individual supporters.