Our strategy has been to move from one achievable objective to the next. Our first objective was to start a dialogue with Coca-Cola on opening up their distribution networks to carry social products to save children’s lives. This dialogue has started.
Our next and current objective is to run an independently evaluated trial of the ColaLife concept in one location in Africa. In line with our step-by-step approach this objective has been broken down into the following tasks:
- Research into possible countries for a field trial. This involves looking at the overall country data on population, culture, health, Coca-Cola-related infrastructure, drug availability and supply chain and public health infrastructure. We have also looked at case studies of existing health initiatives and we have initiated conversations with local and international NGOs and government officials in some of these countries. [UPDATE 3/9/10: We have now selected Zambia as the most promising country for a successful trial].
- Establishing communications with the local and international stakeholders who will be need to run the trial. This activity has started and good relationships with international stakeholders are being established. Work is now starting with local stakeholders and this will get more focussed as soon as the locations for the trial has been decided. One of the key factors in deciding the country of the trial will be the agreement from the Coca-Cola bottler to participate. [UPDATE 13/9/10: Good contacts have been established in Zambia including: The Ministry of Health; Medical Stores Limited; the Churches Health Association of Zambia; the (UK) Department of International Development and others].
- The co-design of a fully costed trial plan. Visiting the country of choice to meet face to face with the key stakeholders to discuss the possible scope and scale of a trial of the ColaLife concept given all the existing work underway. We then plan to work collaboratively with the key stakeholders on the co-design of a trial. We expect this visit to take place in October 2010. After the visit we expect the co-design process to progress online. A second visit may be necessary to finalise the co-design process. [UPDATE 12/11/10: We visited Zambia between 11-25 October 2010 and received a positive response to the idea of running a pilot. The pilot outline developed during a workshop run in Zambia is here].
- Fundraising for the country visits. A relatively small amount of money is required to fund the visit to the country of choice and undertake the co-design work. This fundraising is underway here. [UPDATE 25/11/10: The ColaLife Participation Ride raised more than £6,000. In addition, we were given free accommodation and transport while in Zambia by a ColaLife supporter there].
- Fundraising for the independently evaluated trial. The co-designed, fully costed trial plan, the outcome from step 3 above, will be taken to donors for funding. We expect Coca-Cola to support us in the leverage of support from the likes of The Clinton Foundation and Bill & Melinda Gates Foundation. [UPDATE: 16/6/11: The trial plan was completed today and was sent to funders and supporters who had requested to see it. We are now packing up our house in the UK and plan to move to Zambia in September ready to start the trial. UPDATE 25/11/10: The basis for the planning of a trial is here].
- The implementation of an independently evaluated pilot. As well as undertaking the pilot we will want to publish the results so that others can learn from our experience. We appreciate that, in doing this, we will need to respect commercial confidences.
We also need to implement the following tasks in parallel with those outlined above:
- To continue to build our supporter base. This activity was our primary activity and was very successful in building the profile of ColaLife and getting the attention of Coca-Cola. As we moved to the implementation phase in June 2010 this activity has become more focussed. We are concentrating on the engagement of young people who are a key market for Coca-Cola and are the ethical consumers of the future. In addition, young people find the ColaLife inspiring and benefit from engagement in terms of understanding and future career prospects. Three ColaLife ‘societies’ have been set up by young people themselves in the US (Wellesley College); India (La Martiniere, Calcutta) and the UK (Warwick University). Two of these groups have Facebook pages: La Martiniere Calcutta; Warwick [UPDATE 13/9/10: A full programme of engagement opportunities with young people is planned from now until the end of the year - the details will be announced on the blog].
- Product design. In order to run a trial we will need to move the AidPod concept and model to a prototype that can be mass produced for the trial. We are currently looking for a design partner to collaborate with on this aspect of our work. [UPDATE: 16/6/11: The world class package designers, PI Global, will be undertaking the package design elements of the ColaLife trial in Zambia]
- Process design. We need to design the process for motivating and rewarding stakeholders for participating in the delivery of the ColaLife concept. Initially we are focussing on the payment of those who receive and those who deliver full AidPods. We think that such a system is likely to be mobile phone-based. We also think that mobile phone-based systems will be able to be used for requesting further supplies of a particular ‘social product’ (ie for basic inventory control). We are developing relationships with partners who can help us with this aspect of ColaLife. [UPDATE: 16/6/11: Mobile Transactions Zambia will be delivering the mobile phone aspects of the ColaLife trial in Zambia which include: voucher redemption; ADK authentication; data collection and health messaging]
- Raising strategic funding. At present three people are working full-time on ColaLife. Simon and Jane Berry won a joint award from UnLtd to cover living expenses and Dennis Tretter is volunteering as an intern with his living expenses covered by an Erasmus grant. In order to continue our work beyond this initial set-up phase we will need to raise unrestricted funding. To do this, we will be participating in the Buzzbank initiative when this launches later in the year. [UPDATE: 1/5/11: Our supporters raised £3,000 through the Buzzbnk and this paid for the third and final trial development visit to Zambia in May 2011]
First published: 24 August 2010
Last updated: 16 June 2011
