ColaLife is trying to get Coca-Cola to open up its distribution channels in developing countries to carry 'social products' such as oral rehydration salts, high-dose vitamin A, water purification tablets, or whatever else is required in a particular locality to save lives, particularly children's lives.

You can buy a Coca-Cola virtually anywhere in developing countries but in these same places 1 in 5 children die before their 5th birthday from simple preventable cause like dehydration from diarrhoea.
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