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RAIN Legacy

Posted on: Fri 12 Mar 2010

Consumers to join global Coca-Cola RAIN "Water for Schools" effort to leave legacy of water sustainability in Africa and around the World.

Inspired by the first FIFA World Cup™ to be held in Africa, global sponsor Coca-Cola is inviting consumers to join its football-themed, Coca-Cola Replenish Africa Initiative (RAIN) "Water for Schools" project to help provide safe drinking water for schools in Africa.

The Coca-Cola RAIN "Water for Schools" effort builds upon an array of community water programmes Coca-Cola has already implemented in communities around the world to help tackle this issue of critical importance.

Water transforms communities.By digging wells, building safe latrines, installing hand-washing stations and providing education, school students are gaining access to clean drinking water for the first time and are able to stay healthy in school.

Calling on Football Fans

"The global Coca-Cola system is applying the power of the world's biggest sporting event, the FIFA World Cup™, and the reach of the world's most-loved brand to invite everyone to join our collective sustainability journey," said Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company.

"As water is the main ingredient in our beverages, we understand the fundamental need for safe drinking water. We have a long-standing commitment to this issue and through the 2010 FIFA World Cup™ we are inviting football fans and other consumers, our employees and our partners to join us in this effort."

The Goal: Potable Water Access for Schools

Funds raised will be deployed toward initiatives with specific emphasis on Africa - as the continental host for the tournament - and managed by The Coca-Cola Africa Foundation to make a positive direct impact on students and communities.In addition to this fund-raising, Coca-Cola will also donate US$1 million in 2010 to clean-water projects at African schools through its Replenish Africa Initiative.

William Asiko, president of The Coca-Cola Africa Foundation, said "School water projects have been among the most effective approaches to improving young people's lives, which has a positive multiplier effect across communities.

"African football has a unique generosity of spirit," Asiko added."As fans in nations everywhere release their African rhythm through the FIFA World Cup™, we're inviting them to also tap into their spirit of generosity and share our commitment to sustainability.We encourage them to unite with Coca-Cola in addressing the survival of Africa's youth, because a healthier Africa means a healthier world for all of us."

"Coca-Cola is accelerating its water efforts in Africa at a crucial time," said Peter Lochery, the head of water programmes for CARE, the global humanitarian organization whose clean water and sanitation initiatives increase access for schools and communities, especially women and girls."This effort further demonstrates the

Coca-Cola commitment to working with partners such as CARE who are on the front lines of the global battle to deliver safe water, sanitation and hygiene to millions in need."

CARE is among the non-profit partners who have worked closely with TheCoca-Cola Company on community water projects in Africa and elsewhere and will have a key implementation role in the Coca-Cola RAIN "Water for Schools" effort.

"Best Player Celebration" Award

The theme of the overall Coca-Cola campaign for the 2010 FIFA World Cup™ - Celebration - has been inspired by the happiness expressed through football, especially the joyous dance celebrations from Africa.Throughout the tournament, Coca-Cola and FIFA will recognise the most entertaining goal celebrations with an online "Best Player Celebration" award, voted for by fans.Each time a player celebrates a goal with a dance, Coca-Cola will make an additional donation to the Coca-Cola RAIN "Water for Schools" effort.

In Great Britain, consumers can get involved in raising funds by donating points on www.cokezone.co.uk which Coca-Cola will match to buy supplies for the "Water for Schools" initiative. Collections will be held everywhere the FIFA World Cup™ Trophy appears in the country as part of the FIFA World Cup™ Trophy Tour by Coca-Cola.