ColaLife case study
The concept of social media (also called web 2.0 and new media) is still unfamiliar to many people but one man has made the most of free web based tools to turn his idea into a global campaign.
If ever you needed evidence of the power of the web then you needn't look further than the ColaLife campaign, now taking up home at www.colalife.org.
In the short space of four months one man's idea for how to address childhood mortality has turned into an international campaign.
In May of this year Simon Berry, Chief Executive and Founder of RuralNet UK, was invited via Twitter to take part in a live blog event on the Business in Action website. During the discussion Simon posted this comment, which started the ball rolling on the whole campaign;
"What about Coca Cola using their distribution channels (which are amazing in developing countries) to distribute rehydration salts? Maybe by dedicating one compartment in every 10 crates as 'the life saving' compartment?"
After the web discussion, Simon blogged about his thoughts in more detail and also created a Facebook group. His comments were picked up by the BBC and featured on the Radio 4 PM programme and World Service.
The ColaLife campaign isn't just alive on the web, Simon has already met with Coca Cola in Brussels to discuss the idea in detail and the campaign has had its first print coverage in a national Chilean newspaper.
The ColaLife campaign is continuing to gather support from the public via websites such as del.icio.us, Flickr, Google Groups, Twitter and Facebook, which at the time of writing has 5,208 members in the dedicated group.
The ColaLife idea may have started with one man but the key to the success of this campaign - and the power of web 2.0 in general - stems from the many contacts that Simon has across the web. It was through this network that Simon was invited to the initial Business in Action discussion; that people continue to make the Facebook group grow; that bloggers are writing about the idea and aid in its development; that someone took the time to create the website and much more.
It is interesting to think whether or not this campaign could have taken off in the way it has without the use of technology?
Historically, campaigns have often been based around a geographical area or have attracted press coverage as a result of direct action. Success may only have come only after months of protests, marches and thousands of signatures collected on a petition. The impact of the internet has meant that this is no longer the case. Campaigns can be launched for the smallest of causes, with supporters from across the world, and tapping in to the networks of key decision makers with a few clicks of the mouse.
The ColaLife campaign is continuing to grow and it's impossible to know where it will end up but it is a useful illustration of just what can be achieved using the web and what impact it can have on real people.
How can you support the ColaLife campaign?
If you want to support the ColaLife campaign then why not join the group on Facebook at www.facebook.com/groups.php?ref=sb (you will need to have your own Facebook account).
If you are inspired by the campaign and want to talk about it on your blog, on Twitter or somewhere else then tag it with colalife so that your comment can be captured.
For more information on the campaign and how to get involved, go to www.colalife.org.
How can you get started with social media?
If you’ve been inspired to investigate social media as a tool for you or your organisation then first read the ICT Hub “How to use new media” guide.
You can also read the Knowledgebase article www.ictknowledgebase.org.uk/makingweb2workforcharities.