...[T]here have been calls on sponsors of the summer Olympic Games in Beijing to step up public pressure on China to help end the tragic humanitarian crisis in Darfur. One group has issued a “report card”, which claimed that Coca-Cola and other Olympic partners had been “silent” on Darfur. Their approach is flawed. It judges concern by one narrow measure – the degree to which one pushes a sovereign government in public – while ignoring what we and others are doing every day to help ease the suffering in Darfur... We have been actively engaged in Darfur for two years. We have been a proud Olympic partner for the past 80 years... We are neither a government nor the United Nations, but we can and must be a catalyst for change through actions that are appropriate for a business to take. To help in Darfur, we are focusing our resources where we believe they can make the greatest difference in saving lives and reducing suffering. Rather than make public statements, we have chosen a more direct and, in our view, more effective route to help address the staggering human suffering... Our approach encompasses: immediate relief to those on the ground; investments to address water, one of the conflict’s underlying causes; and efforts to bring local and international stakeholders together to develop long-term solutions.