Simon told me of the powerful campaign he has started "that Coca Cola use their distribution channels (which are amazing in developing countries) to distribute rehydration salts, by dedicating one compartment in every 10 crates as 'the life saving' compartment".

He first had this idea 20 years ago while working in NE Zambia where 1 in 5 children die before the age of 5 from dehydration caused by diarrhoea - a situation happening then which is still happening now. At that time he talked to various people about the idea but it failed to gain traction.

Simon was inspired by the CEO's conference hosted by Gordon Brown to blog his idea on 6/5/08. He then repeatedly contacted Coca Cola but was having no impact. He tried to get his idea debated on Radio 4's iPM programme without success. So, on Sunday, 18/5/08, Simon set up a Facebook group which grew rapidly and he re-started lobbying iPM. This time a feature was run, Eve Graham (The New Seekers) sang new words to 'Let's Teach The World To Sing' and the BBC got a response from Coca Cola, who have now agreed to talk.

After only two weeks, the Facebook group is already 1,400 strong and is now growing very quickly. It includes members from most countries in the world. Membership includes a frontline organisation that has been working in rehydration for 20 years. No one has said this is flawed idea.

Without New Media this idea could never have been progressed by 'an ordinary citizen'.

Winning this award would add further weight to the campaign and increase the chances of success. Success would mean that thousands of children's lives would be saved, year in year out.

The Facebook group is:

http://www.facebook.com/group.php?gid=18947780476

The whole story is documented on Simon's blog:

http://beamends.typepad.com/simons_blog/

Nominated by Paul Webster, 01 June 2008

This is a marvelous example of the way the social web can be used to promote causes and gain traction in a way that simply wasn't possible before the days of Facebook and blogging.

Not only is it a brilliant and innovative idea, the way in which Simon has used new media to spread the word and get a real groundswell behind the campaign has shown the benefits that this approach can give any worthy cause.

Winning an award of this stature would be sure to bring even more welcome publicity for this campaign. The thought of unorganising one's way into getting a huge corporation like Coke involved in a new humanitarian project would be an unbelievable achievement.

Submitted by Dave Briggs, 01 June 2008

I've been following this campaign with real interest. It is a great example (with Simon's use of the iPM programme) of old-media and new media coming together...

Being able to see the campaign unfold over Twitter - and feeling involved and engaged with it has been quite inspiring...

Submitted by Tim Davies, 01 June 2008

This is such an excellent campaign and is really demonstrating the power of online campaigning via a host of blogs, Facebook, Twitter, UltdWorld, and many other online vehicles. It has been a pleasure to assist Simon in his excellent vision.

Submitted by Julie Harris, 02 June 2008

I think this is an absolutely brilliant campaign.

It's creative, extremely relevant and it's practical, making it achievable, and potentially a platform for great positive impact where it's needed most.

Submitted by Alberto Nardelli, 02 June 2008

An absolutely fabulous campaign that shows the power of new media. I am aware of several people who have never used Facebook until now but have joined up to join Simon's group.

Submitted by Colin Harrison, 02 June 2008

Simon has always been an innovator and this exploitation of Web2.0 to capture the imagination of so many concerned people is another great example. The award would be not only a great reflection of Simon's efforts but would also boost the campaign even more, making it difficult for Coca Cola and others with such networks to ignore.

Submitted by David Head, 02 June 2008

I agree with all the previous comments. I also think this demonstrates a form of creative journalism which puts ideas together with an audience to create pressure for change. One of the key elements though has been tone. Throughout the campaign has not attacked Coca Cola, but simply appreciated that this idea may make sense to the company and worked on the assumption that there are people in the firm who will want to find a way to make it work.

Submitted by Nick Booth, 07 June 2008

Simon has demonstrated how effective and simple using online can be to gather momentum and goodwill around a great idea.

Submitted by Jeremy Gould, 10 June 2008

I thought an update on progress would be helpful.

May 1988 - May 2008

No progress at all!

Since the facebook group was formed on 18/5/08

* Featured on iPM (Radio 4)

* Eve Graham (ex lead singer - The New Seekers) sang supporting lyrics to 'I'd like to teach the world to sing'

* Written statement received from Coca Cola 'willing to talk'

* Telephone conference with Global Head of Stakeholder Relations and UK conterpart - 5/6/08

* Face to face meeting with Coca Cola in Brussels planned for 16/6/08

* Group has grown from 0 to 2,115 in 26 days

* Membership includes a 'frontline' Rehydration Project in India

* Members of the group have posted: 7 videos; 34 links; 9 photos

* There have been 7 discussion threads started and 83 Wall Posts

5,500 children die every day in Africa before the age of 5. This initiative could save thousands and thousands of children's lives through collaboration between the private and NGO sector. And now we are talking.

Submitted by Simon Berry, 13 June 2008