colalife | convening power | hard power vs soft power

Simon Berrysimon@colalife.org

colalife.org

ColaLife

June 2010

Convening Power- a soft power case study

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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