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PR Win: Coca-Cola Suspends Ad Budget in the Philippines to Support Typhoon Recovery

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Here’s that rare example of a massive and at times ethically challenged corporation doing something good not because it has to but because it can.

Last week Coca-Cola announced plans to suspend its advertising budget in the Philippines starting on November 18th and redirect that money to local recovery efforts after typhoon Haiyan (Yolanda) left much of the country in desperate need of humanitarian aid. While the company began distributing water immediately after the storm via The Coca-Cola Foundation Philippines, it initially planned to donate only “US$2.5 million in cash and in-kind contributions.”

That promise expanded three days later, however:

“Any committed advertising space will be redirected to the relief and rebuilding efforts for the people in Visayas.”

We’re as cynical as the next blogger, which is to say “extremely”, and we didn’t see any real numbers in the update. But the point is that Coke didn’t have to go this far in its charity efforts—and that’s the key to success on the CSR front.

(H/T to SunnySkyz for this one)

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