Social Responsibility Grassroots Programs for Coca-Cola

Strategic Planning


Coca-Cola created the program Live Positively, its corporate promise to help build a better world. In partnership with ParticipACTION, the WWF and Breakfast Clubs of Canada, this promise is built around three main themes:

  • Well being
  • The environment
  • Community

Capital-Image developed grassroots public relations programs in Quebec to illustrate the initiatives of the Live Positively program. The goal was to build Coca-Cola’s credibility by demonstrating the program’s effect on Quebecers and their communities.

We used the following tactics:

  • Launch of the video Live Positively – Demonstrating the importance of community involvement, the awareness-raising campaign showcased the efforts of local heroes.
  • Managing the formal and media launch of the St. Lawrence River basin water conservation project – Coca-Cola pledged $25,000 to water conservation in Quebec, with a focus on restoring the St-Eugène marsh and improving the natural flow in the St. Lawrence River.
  • Media relations for the Rivière Duberger cleanup – This took place as part of the Great Canadian Shoreline Cleanup, a conservation and awareness-raising program to rehabilitate shoreline areas through cleanups.
  • Media relations for the donation of 100 rain barrels – The donation was to the Regroupement des éco-quartiers, a municipal organization that promotes responsible water management.

Our results