Coca-Cola envisions a world in which its packaging is no longer seen as waste, but as a valuable resource for future use. Coca-Cola appreciates the need to bring about this change in the market, not only in the present but also in the future. It is with an eye on future generations of South Africans that the company has chosen to activate its Ticket Fund campaign with a focus on recycling.
In order to encourage younger South African generations to consider the importance of protecting the environment, Coca-Cola launched a pilot recycling campaign in May 2009, heavily supported by it’s partnership with FIFA and the Department of Education. The programme was focused on two schools in Rustenburg, where Coca-Cola’s “Soccer Crazy Crew” was used to communicate the importance of recycling and encourage learners to participate in a plastic (PET) bottle collection competition.
Within a month, the number of PET bottles collected had reached a total of 67,863, with a prize-giving ceremony on 5 June awarding each school with 100 tickets to a FIFA Confederation Cup match for its top collectors. A total of 200 learners and educators attended the FIFA Confederation Cup play-off match for third place between South Africa and Spain at Royal Bafokeng in Rustenburg
GIVE IT BACK recycling campaign
Building on the success of the pilot project, and leveraging the partnership that Coca-Cola has with FIFA and the Department of Education, the project has taken great strides.
To date Coca-Cola and the Department of Education have crafted a curriculum on recycling and the environment. A total of 697 educators were trained by the Department of Education facilitators and Coca-Cola, who rolled out the programme nationwide in 200 schools.
The project was rolled-out over a period of five weeks, where educators conducted fun and interactive classes with learners. Running parallel with these classes was a bottle and can collection competition. Collect-a-Can and PETCO were responsible for the tallying and checking of the numbers to determine the best performing schools in each province. 20,000 FIFA World Cup™ tickets were then awarded to the winners, with the best performing schools in each province receiving a legacy prize.
The knowledge gained by all participants in the project, from experts to learners, will ensure that the topic of recycling receives an awareness boost in the short-term but can also be sustainable post-2010.
• Raise awareness of recycling and promote responsibility
• Instil the habit of recycling among South African children
• Reward behaviour with prizes including 20,000 FIFA World Cup™ tickets
• Create sustainability – ensure that the message is long-lasting
• Drive home the legacy – continue the good work post-2010