NOVEMBER 2005 — In the foreground of a full-color newspaper ad, a smiling young boy raises his hand to answer a question at school. Above his head appear the words: "Buy a Coke and bring an orphan's life back to life."

This was the message of an eye-catching nationwide campaign launched in November 2005 by Coca-Cola/Kenya to raise money for projects to support orphans and vulnerable children (OVC). Over one month's time, the soft drink company used broadcast and print media as well as posters and billboards to encourage Kenyans to buy bottles of Coke, with the proceeds going to organizations working with OVC.

Six popular radio networks that together cover much of the nation aired the spots in different regional languages, while the Nation and Standard newspapers published eight ads to reach thousands of their readers. More than 30,000 campaign posters appeared throughout the country, mostly on Coca-Cola sales kiosks, while five billboards throughout the country promoted the campaign.

Two thirds of the fund-raising goal of 3 million Kenyan shillings will be administered as small-scale grants to organizations and community-based groups working with OVC with the remainder being disbursed to children's charities currently supported by Coca Cola Kenya. Family Health International/Kenya is helping Coca-Cola identify potential grant recipients and offering technical support in financial and program monitoring and reporting. After the campaign wraps up, FHI/Kenya will continue to advise Coca-Cola as it plans for future HIV/AIDS activities and fund-raising.