Royal Society of Medicine February 2011

8/7/2019 Royal Society of Medicine February 2011

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Simon Berry

[email protected]

colalife

The Royal Society of Medicine


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Fact 1:You can buy a Coca-Colavirtually anywhere in the

World. Even in developingcountries.


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Fact 2:1 in 7 children indeveloping counties die

before their 5th birthday.


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Diarrhea-Related Dehydration Still a

Top-Killer of Children in Developing World

8

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


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No real progress in thelast 25 years

Fact 3:


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Why the Emphasis on ORS?

MDG # 4 - Time is Running Out!

Millenium Development Goal #4: Reduce by two-thirds, between 1990and 2015, the mortality rate of children under 5

innovation

needed

incremental

improvement

Mortality dropped 1.8%

per year (1990-2008)

Mortality must decrease

10.5% per year 2008-2015

to reach goal

1990 2008 2015

100

72

33


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colalife Mark III aidpod


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~1985-88 the idea was born in NE Zambia

Lack of mass media: the idea stalled

Key milestones


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Key milestones

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/internationalconventions

Over 15,000 online supporters Direct help from 200+ people, from 21 countries

May 2010 won 15,000 - UnLtd Social EnterpriseAward

French fund-raiser

~1985-88 the idea was born in NE Zambia

Lack of mass media: the idea stalled


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Pilot design


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Delivery through the private sector

Distributor

Wholesaler

Social marketingSocial marketing

Assess ability to pay

Inject subsidy here

Niche application - AidPods are mothers kits

Margins are made at every step

Subsidy determined by ability/willingness to

pay

Social marketing/sensitisation

crucial to turn need into demand

The Aid

Pod is the only thing thatis new

Subsidy injected at distributor level

Pilot features:

AidPods introduced into crates at theWholesaler


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AidPod Anti-Diarrhoea Kit (ADK) ORS

Zinc

SODIS Bag

Soap

Educational materials


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Key assets

Local intelligence and buy-in

2 years of stakeholder idea/development Global level expert support


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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

What next?


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And after that?

About thinking differently Building unlikely alliances to do extraordinary things

Sector

Organisation

Sector

Organisation

Innovation The place to be!Ludo Lauwers

Vice Chairman

Janssen Pharmaceutica


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to be continued . . . .

PLEASE join us online:

@colalife

facebook.com/colalife

colalife.org/blog


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Documents

Royal Society of Medicine February 2011