LoginPage 4: Translating values into actions (Citizenship activities)
Many years ago, Coca-Cola Great Britain decided that, given the very large number of worthy causes seeking annual funding, the Company would channel its support towards a small number of designated charities, principally involved with young people.
More recently, this policy has been refined to concentrate not just on young people but, more specifically, on their education and training. Additionally, Coca-Cola sponsors a variety of activities as part of its marketing programme, with emphasis on sport, music and the environment.
Although these principles tend to result in the support of major national - or international - charities, Coca-Cola also recognises the need to become involved in the local communities where production plants or offices are situated. For example, Coca-Cola's offices in Great Britain are situated in Hammersmith, in West London. In this area, Coca-Cola supports the Centre West Training Trust, as well as endeavouring to offer modest assistance to schools and training establishments for specific projects.
