Eric Block On Responsible Branding

Just ran across this moving video that shows an inspiring example of corporate social integration.  In a partnership with the NGO 46664 and using the words and voice of Nelson Mandela, Coca-Cola South Africa is helping raise awareness of the human rights crises that is HIV/Aids in Africa.

Using the iconic power of the Contour bottle, Coca-Cola placed one million empty bottles in random places across the country with a note from Nelson Mandela to further drive for positive living.

46664 International Director Tim Massey said: “The Hello Campaign illustrates the power of partnerships between corporates and charities to realize a common goal — in this case to increase awareness about HIV /Aids. Coca Cola’s generous donation will be used to fund the 46664 outreach activities, while the TV commercial and the outdoor activation will ensure that the 46664 campaign remains highly visible, and that Mr Mandela’s appeal for help is heard by most South Africans.”

See the Hello video