Could Coca-Cola Save The Rainforest?

Imagine a world where major advertisers donated their annual advertising budgets to saving the planet.  

While this isn’t likely to happen any time soon - at least not willingly - independent non-profit agency Good Things has taken matters into its own hands and created a campaign that dares Coca-Cola to protect the planet.

Inspired by Coke’s original 1971 ad (below) I’d like to buy the world a Coke, the current campaign subverts and changes the title to Buy the world a hope - to drill the message home.

Urging the public to get involved, the campaign’s webpage features a digital letter that collects signatures and puts pressure on Coke’s global CEO Muhtar Kent.

Good Things want Coke to hold off on advertising for one year and put its annual $3 billion advertising budget towards protecting the rainforest - challenging Coke to “put their money where their vision is.”

Deforestation and climate change are currently big topics of conversation, with up to 90 per cent of rainforest systems expected to be destroyed by 2020 – and money is the biggest hindrance to effecting change.

Energised by the fact that advertising is more powerful than the stock markets and that an overwhelming majority (83 percent) of global consumers would change what they bought if that brand contributed to the wellbeing of the planet, Good Things believes that Coke’s involvement in the campaign – as one of the biggest global brands – could encourage other brands to act in a similar way.

All they need to do is convince Kent that it’s worth his while.

Good Things is keen to get celebrity endorsement from high-profile musicians and feature the campaign's hopeful message at the end of 12 music videos created throughout the year - as well as recreating the 1971 video, but this time in the Amazon rainforest.

Join the movement using #buytheworldahope if you think Coke should quit advertising for one year or click here to find out more.