Could Coca Cola save the rain forest? 'Buy the World a Hope' wants the soft drinks giant to go ad-free for a year and spend $3 billion on environmental change.

"If it‘s not business and planet it won‘t get traction" says Muhtar Kent, Coca Cola's CEO. Coke‘s 20:20 vision is to refresh the world, inspire happiness and make a real difference.

The brand's annual advertising equates to over $3 billion which means they've got plenty of disposable income to really make that difference.

Every hour, at least 4,500 acres of forest fall - that's the size of 5 Central Parks. Perhaps Coke can do something about this.

An independent group have started an initiative to get Coke to put their money where their vision is. Buy the World a Hope movement asks what if next year Coca Cola produces no advertising at all, instead they spend that $3 billion to help world land trusts preserve the rain forest, protecting it forever?

They believe this could create the most compelling brand story ever told. They want Coke to work with the world’s biggest music stars, harnessing their popularity and adding the message to the end of their music videos, every month for 12 months and in the run up to this ad free year.

With profits from each sale going to the rain forest cause, Coke could create billions of more active fans than normal advertising.

In terms of online marketing reach, this approach could be many times more efficient than normal advertising: the brand's most popular advert (under 50 million views) was seen by far less people than the most popular music video (2 billion views).