Rafael Fernández Quiros, Vice President of Public Affairs and Communications Coca-Cola Company in Latin America.
Coca-Cola with National Geographic Channel produced for the third consecutive year in different Latin American countries.
The series composed by 4 episodes is based on 16 micro-inspiring stories of real heroes and recorded in 9 countries in Latin America. TVMAS interviewed Rafael Fernández Quirós, Vice President of Public Affairs and Communications Coca-Cola Company for Latin America
How is the association of Coca-Cola with Nat Geo, how long have you been cooperating together and what is the role of Coca-Cola?
Coca-Cola Latin America collaborates for the third consecutive year with National Geographic Channel for this series and our role is to provide 16 stories of real heroes committed to the mission of improving the planet. The protagonists of these stories are not only Latin Americans who have overcome great social challenges, such as discrimination or domestic violence, environmental challenges, such as isolation and drought, or even economic challenges, but through their work of community support, inspire and motivate the world to show that we are all part of the planet and it is our responsibility to protect it.
What were the motivations?
From NatGeo and Coca-Cola we share and promote the commitment to sustainable community development and environmental care. Also, one of the main missions of National Geographic Channel has always been to educate, inform and raise awareness of the importance of protecting and preserving the environment. So we could not have found a better partner than NatGeo to publicize, through real stories, our commitment to sustainability and environmental preservation.
What is the budget allocated to these programs and what themes are you interested in?
We do not give information on the investments we make in this type of programs, but the budget is not the most important. What is really significant is that these programs show real examples of collaboration between the private sector, government authorities and, most importantly, the communities themselves. We call this type of trilateral partnership the “golden triangle” and we are convinced that this is the best way to address the challenges facing the sustainability of our planet. As to matters that most interest us are found in caring for water, sustainable waste management and, more generally, the sustainability of the communities in which we operate.
The results are obvious because this project has been operating continuously for three years. “Modestly, we believe we are inspiring others to take action for the planet where we live-we have seen in it the offers of collaboration that we have received from other companies, government agencies and NGOs. The message to the audience is that any action, however small, is important and that anyone can be a real hero in the protection of a heritage that belongs to everyone,” concluded.
The programs are: Agua, Esencia de Vida; Héroes de un Ciclo Vital; De la Creatividad a la Esperanza and Conocimiento que Transforma. The series features an outstanding ambassador, committed to improving and preserving the environment: Mexican actor and singer Diego Boneta (“RBD”, “Pretty Little Liars”, and “Rock of Ages”).
Rafael Fernandez is graduated in Information Sciences, majoring in journalism at the Complutense University of Madrid. He also collaborated on the book “La Nueva Identidad de la Prensa. Transformación tecnológica y futuro” (“The New Identity of the Press. Technological transformation and future”) published “La comunicación empresarial en nuestros días. El nuevo rol del director de comunicación”.