ColaLife presentation to the ANDi Workshop, Addis Ababa, Jan-15
ColaLife | Convening power | Hard power vs soft power
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Simon Berry [email protected] colalife.org ColaLife June 2010 Convening Power - a soft power case study
description
A ColaLife presentation at the conference on Hard and Soft Power at the Cambridge Union on 5 June 2010.
Transcript of ColaLife | Convening power | Hard power vs soft power
Soft Power: ‘The ability to get what you want using attraction…’
Joseph Nye
Fact 1:You can buy a Coca-
Cola virtually anywhere in the World. Even in developing countries.
Fact 2:1 in 5 children in
developing counties die before their 5th birthday.
No real progress in the last 25 years
Fact 3:
QuickTime™ and a decompressor
are needed to see this picture.
colalife Mark III aidpod
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.
21/4/09 >> Coca-Cola say ‘YES’ to trials
21/4/09 >> Coca-Cola say ‘YES’ to trials
Where did the power ColaLife has come from?
Soft power tools
• Convening power of the internet
• Consumer power to leverage corporate power - harnessingethical consumerism
12,000
120
412
496 bookmarks
12+ banner ad carriers
12,000+ views
1,060 4th referrer
Convening power of the internet
• It gives you clout and gets you noticed
Convening power of the internet
• Improves the idea
Method Contents
How the idea has developed
Method
Making use of unused space
How the idea has developed
Method Contents
Making use of un-used space
Locally determined – social products
How the idea has developed
Convening power of the internet
• Increases confidence and credibility
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
Leveraging consumer power
‘Shopping is more important than voting’
Andrew Wilson, Director of the UK's Ashridge Centre for Business and Society
Wellesley College, US
Nottingham Trent, UKLa Martiniere, India
Warwick University, UK
ColaLife phase 2 - from ‘cool campaign’ to ‘implementation’
Why don’t Coca-Cola just do it?
• ‘Invitation’ not intervention
• They need ‘permission’ from their customers
• They need ‘the right partners’
• They need ‘a trusted third party’ to pull things together
‘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
Universally replicable distribution channel.80% of Coca-Cola is distributed in bottles and crates like these
Local determination of the:• WHAT• WHEN• WHEREBy organisations with long-term responsibility for public health
Universally replicable distribution channel.80% of Coca-Cola is distributed in bottles and crates like these
Local determination of the:• WHAT• WHEN• WHEREBy 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
cola
life.o
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to be continued . . . .
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