Polio is about to be eradicated from the world. The World Health Organization's (WHO) polio eradication programme has brought down the incidence of polio from more than 3.5 lakh in the past decade to less than 7,000 in 1999. The achievement isn't only due to the efforts of governments and international NGOs, corporates have also actively supported it, contributing volunteers, services and funds, according to Dr Bruce Aylward, coordinator of the Polio Eradication Program.A communique from the International Chamber of Commerce quoted Aylward as saying that companies were encouraged to make donations in kind as well as cash. He emphasised, ``We aren't looking for money, but rather partnerships with these companies. We want long-term commitments from each of them, rather than a short-term financial fix.''
``Corporations can bring to our programme an expertise in marketing that we simply cannot match. They know how to create public awareness, they know how to get something in the public eye and they know how to brand it and make it a success,'' he added.
At the same time, the polio eradication campaign is attractive to corporations for three distinct reasons, according to Aylward. ``It's transparent and therefore accountable, it is credible and, most importantly, it is successful.''
There are other reasons, too. ``It's not a risk for companies to attach their names to the programme. They want to participate, not just because they have a social conscience, but also because it gives them the opportunity to have their name on a poster and be seen by the governments of these countries as being involved.'' Apparently, it's a win-win situation for everyone.
Corporate campaigns
Coca Cola: The cola major offered the services of its distribution chain in India, including vehicles and personnel,to help in the delivery of polio vaccine throughout the country.
DHL: The global courier company provided its services in the Philippines to fly stool specimens to labs for diagnosis
McDonald's: The fast-food chain asked its franchises in the Philippines to double as temporary immunisation clinics on the immunisation days.
Oderbrecht: The mining company's corporate jets flew WHO personnel, who were facing difficulties while distributing vaccines in Angola.
Aventis Pasteur: The pharmaceutical company donated 50 million doses of polio vaccine for use in Africa.
Puma: The sports goods manu-facturer joined hands with the world football association (FIFA) to donate staff, and ensure the participation of sponsored football players in the ``Kick Polio out of Africa" campaign. De Beers: The diamond mining company sponsored British photographer Lord Snowdon's trip to Angola to shoot WHO's polio eradication programme in action for a major exhibition in London.Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.