colalife

The Royal Society of Medicine Simon Berry

simon@colalife.org
February 2011
Fact 1:
You can buy a Coca-Cola
virtually anywhere in the
World. Even in developing
countries.
Fact 2:
1 in 7 children in
developing counties die
before their 5th birthday.
Diarrhea-Related Dehydration Still a
Top-Killer of Children in Developing World

Over 1 million children

still dying from diarrhea-
related death each year

More children die from

diarrhea related illness
than Malaria, HIV/AIDS
and Measles combined

8
Fact 3:
No real progress in the
last 25 years
Why the Emphasis on ORS?
MDG # 4 - Time is Running Out!

Millenium Development Goal #4: Reduce by two-thirds, between 1990

and 2015, the mortality rate of children under 5

incremental innovation
improvement needed
Mortality dropped 1.8%
100 per year (1990-2008)
Mortality must decrease
10.5% per year 2008-2015 to
72 reach goal

33

1990 2008 2015

colalife Mark III aidpod
Key milestones
• ~1985-88 the idea was born in NE Zambia
• Lack of mass media: the idea stalled
Key milestones
• ~1985-88 the idea was born in NE Zambia
• Lack of mass media: the idea stalled
• 2008 published concept online, featured on BBC Radio
• 2008 The Coca-Cola Company engaged
• 2008-2010 - testing the idea through Open Innovation:
• 10 universities; 10+ national/international conventions
• Over 15,000 online supporters
• Direct help from 200+ people, from 21 countries
• May 2010 won £15,000 - UnLtd Social Enterprise Award
• French fund-raiser
• Oct 2010/Jan 2011 Field trips to Zambia
Pilot design
Pilot features: Social marketing
Social marketing
• Niche application - AidPods are mother’s kits
• Delivery through the private sector
• Margins are made at every step
• AidPods introduced into crates at the Wholesaler
• Subsidy determined by ability/willingness to pay
• Subsidy injected at distributor level
• Social marketing/sensitisation
crucial to turn ‘need’ into ‘demand’
• The AidPod is the only thing that
is new

Assess ability to pay

Wholesaler

Inject subsidy here

Distributor
AidPod Anti-Diarrhoea Kit (ADK)
• ORS
• Zinc
• SODIS Bag
• Soap
• Educational materials
ColaLife Pilot | Results Framework | Zambia

GOAL To reduce deaths due to diarrhoea among children

under 5 yrs (0-59 months)

OUTCOMES Mothers and care-givers Profit-driven distribution

adopt appropriate chains supply affordable
practices to help prevent anti-diarrhoea kits
and treat diarrhoea in through ‘last mile’
under 5s (0-59m) in retailers in under-served
selected under-served rural communities.
rural communities.
Key assets

2 years of stakeholder idea/development Global level expert support

Local intelligence and buy-in

What next?
• Develop the plan for the pilot
• Finalise this with Zambian partners
• Seek funding
• Run the pillot and publish the experience live
• http://colalife.org/blog
And after that?
• About thinking differently

• Building unlikely alliances to do extraordinary things

Organisation Organisation
Sector Sector

Ludo Lauwers Innovation The place to be!

Vice Chairman
Janssen Pharmaceutica
PLEASE join us online:
@colalife
facebook.com/colalife
colalife.org/blog

to be continued . . . .