IT’S THE REAL THING – SAVING LIVES

02-06-2008

Midlands bloggers could hold the key to a major life-saving initiative in Africa involving Coca Cola – and Stirrer readers are being invited to play their part.

The plan is the brainwave of Simon Berry, from Rugby, who wants to er, tap into the drinks company’s global distribution system to deliver rehydrating salts into some of the most remote parts of the world.

Simon, who was an aid worker for 12 years, saw first hand how this cheap but effective medical cure could save thousands of lives which are currently being lost because of unsanitary conditions.

"A lot of children die of dehydration in developing countries, especially in Africa, when diarrhoea takes hold" he explained.

"There is a very simple cure - rehydration salts - but there are two problems.  One is that the people who need them don't get them.  And the other is that people don't know what they are.

"I had the thought - 'why not use the Coca Cola distribution network?' to take them to people and also to educate them.  Wherever you are in the world you can get a Coke."

The notion came to him years ago, but he only acted upon it after watching the webcast of an event about global proverty hosted by Gordon Brown – and which featured an interview with a senior Coca Cola executive.

"That brought the idea back to me, so I thought I might as well write it up on my blog.  I tried to get Coca Cola to comment - but without success."

Having been reminded of his life-saving plan, Simon was given a further nudge in the right direction when he heard the singer Annie Lennox on Desert Island Discs a couple of weeks ago.

She mentioned the fact that you could by Coca Cola anywhere in the world – yet youngsters were still dying of dehydration.

"I was so shocked to hear her saying that I had to pull over the car," Simon recalls.

"She didn't make the link between the two things, but I've now written to Annie Lennox to see if she wants to help."

In the meantime, Simon has set up a Facebook group (which already has 1400 members) and after Radio 4’s IPM programme recently picked up on the story, Coca Cola have indicated that they are now willing to meet him.

He intends to press them on the matter – but in the meantime the more support he can get the better.

Not unreasonably, Simon dodges the question of cost, which he argues could be met either by UNICEF or Coca Cola itself. He suggests the key issue at the moment is set the discussion in motion and engage those with the power to make decisions.

"The one thing I would say is that the cost shouldn't be borne by Coca Cola's distributors.  People think of them as being this big global brand but on the ground, Coke might be delivered by someone with a horse and cart."

The Stirrer is proud to give its backing to Simon’s wonderful initiative, which sounds to us like one of those great, simple life-changing ideas - and we’d encourage encourage every reader to do the same.

To see Simon’s blog which has a link to the Facebook group, click here http://simonberry.ruralnet.org.uk/