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The system of The Coca-Cola Co., Atlanta, has committed more than U.S. $2 million to “Reunite to Relieve and Rebuild Thailand,” a sustainable flood relief initiative designed to provide emergency relief and rebuilding efforts to help victims of the floods in Thailand.
As part of the $2 million donation, The Coca-Cola Foundation will contribute $1 million to Habitat for Humanity Thailand to rebuild schools and homes. Additionally, the company is partnering with the Thai Red Cross and Habitat for Humanity to mobilize groups of volunteers, set up and run mobile kitchens, and deliver bottled water and food. The system is committing 5 million bottles of water for relief agencies of which nearly 1 million are allocated to support the Thai Red Cross since the flood began earlier this year. By the end of this month, more than 100,000 meals will have been provided to flood victims through the company’s partnership with the Thai Red Cross.
To raise further awareness and public participation to support the Thai Red Cross and Habitat for Humanity Thailand, commercial advertising for all Coca-Cola brands has been put on hold until late November. Instead, TV, radio and print advertising has been redirected to encourage the public to “Reunite to Relieve and Rebuild Thailand” and to raise money as well as volunteer signups for the charities to assist in immediate flood relief and building.
It is estimated that the TV advertisements have reached 75 percent of the Thai public and recruited more than 3,000 volunteers to date. As the water recedes, those volunteers will help Habitat for Humanity Thailand clean, repair and rebuild hundreds of schools, shelters and homes across four provinces, the company says.
“This flood has hurt and affected many people and devastated numerous areas throughout Thailand,” said Muhtar Kent, chairman and chief executive officer of The Coca-Cola Co., in a statement. “Our sympathy goes out to the people of Thailand, our customers, partners, suppliers and friends who have been affected and who are still under threat.”