The Coca-Cola African Foundation (TCCAF), an entity of The Coca-Cola Company, tasked Hill+Knowlton Strategies South Africa with devising a fresh approach to generate awareness of the Foundation as well as its humanitarian assistance to West African nations affected by the Ebola epidemic. A key driver for the campaign was that African media should be leading the discussion around African issues.
H+K used two approaches to help spread this message; a PR campaign that leveraged all earned and owned media channels and by leveraging Coca-Cola’s sponsorship of the CNN Multichoice African Journalist of the Year Awards. The subsequent press releases and thought leadership articles received 30 mentions across African media including coverage in Nigeria, Ghana, South Africa, Kenya, Ethiopia and Malawi resulting in an ROI of 13 : 1. It led to, amongst other coverage, Joy Summers – a producer from South Africa’s Carte Blanche – and a category award winner at the CNN Multichoice awards this year, commissioning an Africa-focused Ebola story.
This campaign won Best Public Health/Safety Initiative Award in the PR Daily CSR Awards.