Coca-Cola Pakistan organised a creative activity on International Literacy Day to collect a donation of old books from citizens, for donation to The Citizens Foundation. For this purpose a Coca-Cola truck was converted into a Mobile Book Bank, which traveled the whole day to different parts of the city, where citizens were able to donate their assortment of books, in return for chilled complimentary Coca-Cola.
The activity was undertaken in association with TCF, leading higher education institution SZABIST and the Karachi Press Club. To generate greater public participation in this noble cause, several leading social media activists also gave strong support by vigorously promoting the activity on different social media platforms. APR team along with the brand’s activation team accompanied the Coca-Cola truck while collecting books from educational institutions, offices and even homes.
Coca-Cola’s association with TCF goes back to 2010, when the company sponsored the establishment of a brand new primary school in the flood ravaged area of Muzaffargarh. TCF School Coca-Cola Campus is a collaborative partnership that aims to provide quality education to children free of cost. The Campus has a capacity of 180 students. Coca-Cola’s support also included meeting the operational costs of the school for the first 3 years. The Company has also been supporting education for the less privileged through the CARE Foundation and through adoption of government schools, under the Adopt-a-School programme.