At the recently concluded Karachi Literature Festival 2015, APR conducted a CSR activity for one of its clients, The Coca-Cola Export Corporation. TCCEC is renowned for devising innovative strategies to engage its audience around the world and they are equally active when it comes to catering to the Pakistani consumers.
At this year’s KLF, which was held between February 6-8, 2015 at the Beach Luxury Hotel, Coca-Cola Pakistan, also one of the leading sponsors of the event, decided to make this partnership more evocative this year. APR conceptualised and executed an innovate idea by setting up a Book Bank for a collection of book donations, especially textbooks. The idea was to collect books and donate them to the Citizens Foundation.
It was an initiative aimed at educating the less privileged children while also giving the visitors a chance to give back to the society.
The Book Bank comprising of old visi-coolers was used in this activity; they were refurbished to serve as book shelves. Visitors who donated their old books to the Book Bank were rewarded with complimentary Coke products.
Besides this activity, The Coca-Cola Export Corporation remains the sponsor of the KLF – Coca-Cola Prize for the best book in English language by a Pakistani author. The complimentary availability of the Company’s drinks for thousands of visitors to the KLF throughout its duration is also included in the sponsorship.
The activity received an overwhelming response and the philanthropic stance of participants was noteworthy. The Coca-Cola Book Bank attracted many people who donated cartons of books and satiated a desire to help the less affluent stratum of the society.
The final counting revealed the total number of books to be over 2,000. While the relevant books were sorted out for TCF schools, the rest of the books, not likely to serve the purpose of educating children, were sold off.
At Karachi Literature Festival alone, the proceeds from such books hit a mark of PKR 45,000. Remaining books were displayed at APR Impact, the training center of APR, where employees from the company and from other sister concerns were encouraged to buy them.
The Twitter hashtags, #CokeBankaBook reached 1,302,424 accounts while #CokeKLF2015 reached 1,945,928 accounts.
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