• Creating the image of a socially responsible corporate has been at the center of Coke’s image agenda in India.• Among other things, the central strategic driver for Coke’s communication has been to underline the concern for the planet and the people it works with. As Atul Singh, President, India and South West Asia Business Unit, famously said, “We are good people and we do good work.” Support My School (SMS) was therefore conceived as a manifestation of that thought.

• A high octane and high visibility PR campaign was designed in order to: o Attract partners and fundingo Create a groundswell of support and awareness, focused on Primary School infrastructure in India.o Energize celebrities along with the media, NGO’s and other corporate partners to help boost the programme initiatives.

• The PR buzz helped in making this programme a priority agenda for many corporates and stakeholders who were keen to associate with the program as well as funding it.• Support My School (SMS) today supports over 70,000 children and has helped re-build 140 schools

• 10 month long campaign divided into 5 phases – • PROOF OF CONCEPT: 2 Model Schools ready with help of United Nations, CAF, and other NGOs engaged; work on 24 schools started• LAUNCH: High visibility launch held in Mumbai • BUILD UP PHASE: 6 Month long multimedia campaign on to raise awareness • TELETHON: 12 hour live television event to raise funds planned Q3 ‘11 • THE FOLLOW UP PHASE: 2 months of follow up stories on the implementation of the program and utilization of funds raised

• Raised USD 1.25 mn in the first year (2011) and assisted 120 schools and approximately 60,000 children through this campaign• Work has already been completed in 27 schools and by the end of this year, work would have begun in the remaining 73 schools (campaign aims to touch 100 schools by December)• At these schools, improvements have included: Improved Access to Water, Water Conservation - Rain Water Harvesting, Separate Toilets for Boys & Girls, Tree Plantation & Horticulture, Promoting Active Sports, and Installation of Libraries and Teacher Training programmes.We hope that this small effort of the partners will turn into a movement….and we are looking forward to you joining us in helping make a difference.