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Being an avid follower of Coca Cola brands, it amazed me when I saw their commercial on Live Positively campaign. The commercial is currently airing on television along with the brand bags in various shows in different TV network. I am talking about the Community Involvement of Coca Cola under their Live Positively campaign. Under their community involvement are so many activities and advocacy which really surprised me and I wanted to focus first on two things; NutriJuice and Little Red School.
Being a profit based company Coca Cola somehow manages to create a product that is not for sale but has big production. I am talking about the Nutri Juice, a product manufactured by Coca Cola which is an orange juice drink fortified with iron, zinc, lysine and vitamins A and C that will address the high prevalence of iron-deficiency anemia. According to the studies 37.4% of children aged 6-12 years old in the Philippines are iron deficient, with the main causes including poverty, insufficient dietary intake and poor availability of iron-rich foods, among others. The study came from the survey of Food and Nutrition Research Institute of the Department of Science and Technology (FNRI-DOST) in 2003. Iron-deficiency anemia or IDA reduces the child’s ability to learn as it slow down their physical and mental development. With this problem Coca Cola and FNRI-DOST officially launched the NitriJuice project in 2007.
The product is distributed in selected schools in both rural and urban areas like in Quirino province, Tacloban, Bukidnon, Zambales, Quezon City, Pasig and others. The NutriJuice program of Coca Cola is in partnership with the Food and Nutrition Research Institute of the Department of Science and Technology (FNRI-DOST), local units of the Department of Education and local government units. Right now there are already 60, 000 children who benefit from this project and soon the number of the beneficiaries will grow as Coca Cola is taking a stand on fighting IDA.
From NutriJuice, the second Community Involvement of Coca Cola is the Little Red Schoolhouse (LRS) which is the flagship education program of Coca-Cola Foundation Philippines, Inc. (CCFPI). The project was launched in 1998 in support with the Department of Education’s Multi-Grade Program that will benefit the public elementary students in the remote areas. LRS was created to improve access to primary education by building three-classroom buildings fully equipped with chairs, tables, blackboards and comfort rooms. With the help of the fully equipped teachers that undergo workshops that upgrades the quality of teaching and skills that is required in handling multi-grade classes. Right now there were already 240 classrooms built for the 81 Little Red Schoolhouse around the country.
While surfing the net, Coca Cola Live Positively campaign that focused on Community, there are also efforts in other countries on economic impact that focus on job offers for manual distribution of their products, HIV/AIDS awareness campaign in Africa and China, environmental initiatives and disaster relief and recovery. Those where the things I am hoping to discuss in the future for the Live Positively Campaign of Coca Cola.
To know more about the campaign join the Facebook Page of Coca Cola Live Positively visit http://www.facebook.com/LivePositivelyPhilippines.
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