With the aim of launching the communication platform for ‘Live Positively’, which reflects Coca-Cola’s viewpoint on sustainability, an inspiring event was held to bring the theme into focus among stakeholders (authorities, non-governmental organizations, companies, and the media).At the event, which featured all the sustainable programs of the company, an inspiring video by a renowned Argentine filmmaker was presented; this work illustrated the small changes that each of us can make in order to leave one’s positive imprint on the World.

A guest international expert spoke about the concept of sustainability in companies today as a desirable evolution in the manner in which we do business.

Why a PR campaign?1. To communicate institutional values addressing a selective and leading audience.2. To set the issue in the media’s agenda and turn it into a current issue, turning a global tendency into a local reality.

In order to bring the concept of sustainability closer to the audience, an animated film was developed especially for the event written and directed by multi-award winning Argentine filmmaker Daniel Burman. The aim of the film was to serve as inspiration for stakeholders and as an invitation to team up, doing one’s part through actions that would ensure ‘sustainability’.The rational approach was presented by the English expert Simon Zadek about sustainability, Harvard professor and Chief Executive Officer of AccountAbility (non-governmental organization that advises companies on the issue) , who spoke about corporate commitment to sustainable development.At the event, a specially made video was featured to showcase the actions developed by the company based on all its strategic pillars, thanks to strategic partners that joined Coca-Cola in its efforts to make all the programs possible. This video was also intended to encourage attendees to make small changes that would leave a positive footprint on the planet.

The Coca-Cola company in Argentina was the first company to communicate its pledge to sustainability from this comprehensive perspective at a local level and in a straightforward manner. This allowed it to make the concept its own and turn it into a media agenda issue.At the same time, the presence of over 500 Non Governmental Organization leaders, company managers, authorities, journalists and opinion leaders ensured its discussion in the market and among leaders.This has been the starting point of a comprehensive campaign that aims at widespread penetration inviting the consumer to join efforts and get started on the road to sustainability.