Coca-Cola – Youth for Global Goals Concept Note

“The only path: Do the right thing, every time in every location. And, we must do this with authenticity and transparency. Consumers, especially young people today, expect nothing less.” – Atul Singh, CEO Asia and the Pacific

Prepared by Zahin Hussain, Partnerships Manager – Youth for

Global Goals, Asian Development Bank

INTRODUCTION

Asia-Pacific is home to approximately 1 billion young people, with almost 90% of them live in developing countries. Their inclusion in the design, conduct and monitoring of the SDGs is more than ever critical to their overall success. With adoption of the goals being strictly voluntary, the implementation of the SDGs will rely to a great degree on its population, including the current generation of young people. Youth’s role in thinking critically about community problems and developing innovative solutions is therefore essential to the realization of the Agenda 2030.

Along with founding partners PVBLIC Foundation, UN Habitat, and the Asian Development Bank (ADB), AIESEC launched the “Youth for Global Goals”(#Youth4GG) in February 2016. Youth for Global Goals is an initiative that supports the achievement of the Sustainable Development Goals (SDGs) through purposeful activities towards the implementation of the SDGs. In support of the initiative, ADB’s Youth for Asia team is leading the pathway for partnerships to mobilize youth across the region.

Asia-Pacific Ambition

Awareness 10 MILLION Youth across Asia-Pacific will know of the SDGs

Understanding 15 THOUSAND Youth will be passionate about at least one goal and know their contribution to it

Action 10 THOUSAND Youth will take measurable activities towards achieving an SDG.

1.8 billion Coca-Cola products are consumed around the world every day. Almost 15% of consumers are

in Asia and Pacific.

Reaching 10 million youth in Asia and the Pacific is only 1% of the

total youth population in the region & an even smaller percentage of

the youth Coca-Cola engages with every day.

THE BIG IDEA

THE WHY To mobilize a generation of young people who can change the world

THE HOW Activating young people’s potential through the awareness, understanding and action of the Sustainable Development Goals (SDGs) 2030

THE WHAT Co-design and implement an SDG aligned campaign to engage and showcase youth

WHAT IF Instead of mobilizing only 10 THOUSAND… We could mobilize 10 MILLION YOUTH towards acting on the Sustainable Development Goals?

PROPOSAL Lead the market with SDG aligned advertising by leveraging the emotional experience of Coca-Cola’s brand story to connect youth with the SDGs.

Innovate a story-telling platform for ‘Youth for Global Goals’ around Coca-Cola’s 3Ws focus areas: women, water and well-being.

Examples from WWF:

Polar bear commercials WWF-Coca Cola showcasing website

Coca-Cola’s contributions to WWF projects

Pioneer youth partnership strategies, frameworks and indicators into development projects around Coca-Cola’s 3Ws focus areas

VALUEs FOR COCA-Cola

BRANDING Leverage public

relations investment for marketing & sales

value

Sustainability Enhance Coca-Cola’s

positioning for sustainable

operations and CSR contribution

INSIGHT Enhance Coca-Cola’s

positioning for sustainable

operations and CSR contribution

1. ADS FOR AWARENESS

A simple idea to raise awareness about the SDGs amongst young people is to create a marketing campaign around them. Designing iconic Coca-Cola cans coinciding with ‘fun facts’ about the SDGs has the potential to make the SDGs ‘cool’ for young people. Of the 1.8 billion Coca-Cola beverages consumed every day, if we can inspire even 1% to engage with the SDGs - we can ignite a movement for young people to make the world a better place by 2030, together.

2. STORIES FOR UNDERSTANDING

There are a many change makers around the world working towards positive impact in their communities. We can capture and share those stories in line with Coca-Cola’s 3Ws: women, water and well-being (SDGs 3, 5 and 6). A storytelling platform can take various forms such as a touch point post the awareness campaign or a showcasing platform for the youth projects that Coca-Cola engages with from around the world. This platform allows youth to understand their contribution towards the SDGs.

3. PARTNERSHIPS FOR ACTION

ADB Coca-Cola

UNDP

The Water Project

Plan International New Media

There are many organizations engaging youth in projects around the SDGs. What is lacking is a collaborative framework that combines knowledge, reach, resources, funding, and showcasing. Coca-Cola supports various projects in local communities, such as the ten-year partnership with Tayo Foundation in the Philippines to award youth-led projects - we can make those projects and new initiatives more impactful through a multistakeholder approach. By leveraging the strengths of each stakeholder, youth can be better empowered to take action towards the SDGs. This approach demonstrates the power of SDG 17 – partnerships for development.

“The only path: Do the right thing, every time in every location. And, we must do this with authenticity and transparency. Consumers, especially young people today, expect nothing less.” – Atul Singh, CEO Asia and the Pacific Thank you for your interest in the Youth for Global

Goals initiative. To discuss the ideas put forth in this proposal, or if you would like any further

information, please contact Zahin Hussain at zhussain.consultant@adb.org