‘Music for charity’—this idea is behind a range of Coca-Cola’s social initiatives, launched in recent years. Now, in collaboration with musicians Solange Knowles, Chris Taylor and Twin Shadow, the soft drink giant has released a digital-only charity single, ‘Kenya,’ which is helping raise money the Replenish Africa Initiative (RAIN) by Coca-Cola.
“Backed by a six-year, $30 million dollar commitment from The Company, in partnership with other donors, RAIN’s goal is to provide over 2 million people in Africa with access to drinking water by 2015. RAIN will launch over 100 water access programs across Africa, including sanitation and hygiene education programs,” states the description to the program. People, who donate money (the amount of their choice) to fund one of the projects listed on the www.musicforrain.net micro-site, can then download the track (they receive a confirmation email with a link to the track after the donation is accepted). Through the new initiative, the company is going to collect $10,000, and is promising to show how the money is spent. So far, about $780 has been generated.
To promote the new initiative, Coca-Cola also launched a video, which was shot in Africa (watch the making-of video below). The spot, directed by Natalie Johns, features footage from the neediest areas of Africa, describing the every-day life of local people, to whom clean water is one of the most valuable resources since they never have enough of it.
Coca-Cola’s beneficial efforts can be tracked on The Live Positively Collective website—visitors can sort the initiatives by time, country and category (Community, Workplace, and Climate).