Using Coca-Colas intricate distribution channels to distribute drugs and medical supplies.

Executive Summary of proposal and ColaLifes development plan

By Simon Berry Director and founder of ColaLife Project Samira Daswani 12 The Madeleine Korbel Albright Institute for Global Affairs, Wellesley College

AllreferencestoCocaCola,meantheCocaColaSystem,whichconsistsofTheCocaColaCompany,
independentbottlingplants,localdistributors,andallotherswhoareinvolvedinthemanufacture, productionanddistributionofbeveragesundertheCocaColabrand.

As we try to achieve the United Nations Millennium Development Goals we face complex problems. In order to accomplish goals 5-7: to achieve child health, maternal health and combat HIV/AIDS, universal access to medication is essential. The lack of basic drugs and medicinal supplies, especially in the rural areas of developing countries, severely hampers progress towards these goals. NGOs around the world work hard to increase the inflow of drugs and distribute them to where they are required but their successes are localized and would be enhanced if there were a centralized, wellnetworked drug and medical supply distribution system. ColaLife has created new models for the distribution of lifesaving medicines in developing countries. It offers win-win arrangements locally, nationally and internationally; letting health and development agencies piggy-back the distribution of medicines on the existing commercial distribution channels for widely distributed products like Coca-Cola. These channels are remarkably successful in first, second and in third world countries, where reliable distribution for even the simplest health supplies is largely non-existent, they already penetrate right down to the most remote markets. By brokering appropriate distribution models, other products, like medical supplies, can utilize these channels, to get medical supplies where they are needed most, incurring minimal extra cost, management and logistics. In ColaLifes first model, currently in development, AidPods have been designed to fit in the space between cola bottles, carrying locally selected products close to health centers, field workers and communities, even, in the most remote areas. On delivery, local carriers can be paid by mobile phone micro payments. This model allows local micro-enterprises to complement their existing activities in these communities, by engaging in the distribution of sorely needed medicines ColaLife offers multi-nationals new, practical CDR opportunities that can have an enormous global impact. By demonstrating to big businesses the benefits of dual distribution in developing countries, where traditional health distribution channels are simply not available or so expensive to procure that they are not operationally viable.1 ColaLife and their corporate partners have the potential to make a significant social, cultural and environmental impact in hard-to-reach rural areas. The AidPod packaging provides a waterproof, insect-proof and tamper-proof container that separates social products, like medical supplies, from the commercial product with which they will travel. The packaging can carry clear educational and

1Village Reach Charity.

awareness messages and instructions; can be biodegradable, recyclable or re-usable, and can be tailored for a specific use (i.e., diarrhea treatment kits for all new mothers.)

To date, ColaLife has been a purely voluntary effort but, despite this, had some significant achievements to date. These include: 1. Convened over 10,000 people around the idea and harnessed this strength to: a. Engage one of the biggest global brands (Coca-Cola) b. Build confidence in the idea and strengthen the movement c. Develop and improve the idea 2. Engaged the BBC and, through this relationship, won the attention of Coca-Cola 3. Held on-going communications with Coca-Cola at a global level and held face-to-face

meetings in Brussels and Tanzania 4. Built a strong, and mutually respectful, direct relationship with Coca-Cola at a global level and at a country level in Tanzania 5. Brokered of a partnership between Coca-Cola and the global NGO AED (Academy of Education and Development) 6. Won a public commitment from Coca-Cola that they will trial 'the ideas behind ColaLife'4 Note, however, that they have NOT committed yet to trial the 'AidPod' concept specifically. Despite these achievements, we still have a long way to go to make the ColaLife vision a reality across Africa, India and the rest of the developing world. Our development plan outlines how we will build on our achievements to date to make this happen. Coca-Cola is currently (Dec 2009) undertaking fieldwork with AED. The ground research covers 5 areas, ranging from management training for local small distribution businesses to 'social messaging'. Coca-Cola refers to these research activities as the Learning Lab. Activities are of an exploratory nature and are being carried out in confidence. The next steps include: 1. Fund raise for the initial stages for an AidPod trial in Tanzania 2. Identify organizations to design, make and test the AidPod prototype 3. Build appropriate partnerships in Tanzania to implement the trial 4. Identify another trial location (maybe India), which would face different issues and carry out a trial there 5. Undertake both trials and evaluate them

In order to make this idea a reality across the world, we need your support and expertise.

The ColaLife team consists of the following people: 1. Simon Berry, Founder and Co-Director, ColaLife 2. Jane Berry, Co-Director, ColaLife 3. Simon Cohen, Managing Director, Global Tolerance 4. Troy Kennedy, Condoms for Africa 5. Tielman Niewoudt, Emerging Markets Logistics Expert 6. Robert Ellis, Head of Sustainable Development, Co-operative Group 7. Craig Nakagawa, Chief Financial Officer & Director of Social Business, VillageReach 8. Cami Allen, Program Manager, Vitamin Angels 9. Ken Banks, Founder, Kiwanja 10. Benjamin Lyon, Executive Director, Frontline SMS:Credit 11. Bates, Wells & Braithwaite, Legal Consultants 12. Sarah Shaer & Samira Daswani, fellows, The Madeleine Korbel Albright Institute for Global Affairs, Wellesley College

For further information, the entire development plan or feedback on the idea, please contact, Samira Daswani Email: sdaswani@wellesley.edu Phone: 781 392 4822 Mailing Address: Unit 4227 106 Central Street Wellesley, MA- 02481 US