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International Fundraising Congress (IFC), International Fundraising Congress (IFC), Amsterdam, October 2005Amsterdam, October 2005
INTERNATIONAL BRANDING AND INTERNATIONAL BRANDING AND INTERNATIONAL FUNDRAISING:INTERNATIONAL FUNDRAISING:
Two Sides of the Same Coin?Two Sides of the Same Coin?
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WHY GOING GLOBAL?WHY GOING GLOBAL?
Global Communication MediaGlobal Communication Media
Deregulation and PrivatizationDeregulation and Privatization
Global Communication ContentGlobal Communication Content
Global Citizen Global Citizen
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Global Communication MediaGlobal Communication Media
Satellite TelevisionSatellite Television
Fax machinesFax machines
EE--mailmail
InternetInternet
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Deregulation and PrivatizationDeregulation and Privatization
New marketsNew markets
Easier access to marketsEasier access to markets
Corporate imagesCorporate images
Increased costIncreased cost--effectiveness and profitabilityeffectiveness and profitability
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Global CommunicationGlobal Communication
Advertising global brand with global valuesAdvertising global brand with global values
Global information networks (CNN, BBC,…)Global information networks (CNN, BBC,…)
Film industry (Global movies: Titanic…)Film industry (Global movies: Titanic…)
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Global CitizenGlobal Citizen
Global Village Global Village –– One WorldOne World
Global Values (Environment, peace, Global Values (Environment, peace, democracy, …)democracy, …)
AntiAnti--Globalization movements are globalGlobalization movements are global..
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New Integrated Economic ZonesNew Integrated Economic Zones
European UnionEuropean Union
NAFTANAFTA
ALENAALENA
ASEANASEAN
MERCOSURMERCOSUR
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Large Single Currency ZonesLarge Single Currency Zones
US DollarUS Dollar
EuroEuro
Sterling PoundSterling Pound
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GLOBAL AND INTERNATIONAL FUNDRAISING GLOBAL AND INTERNATIONAL FUNDRAISING MARKETSMARKETS
Donor preferences and concerns are similar across Donor preferences and concerns are similar across countries. countries.
Disappearing national boundaries as donors travel across Disappearing national boundaries as donors travel across bordersborders
Increasing agreement among donors across the globe Increasing agreement among donors across the globe about how to evaluate fundraising products and about how to evaluate fundraising products and
recognition which brands are the best.recognition which brands are the best.
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DEFINITION OF GLOBAL AND INTERNATIONAL DEFINITION OF GLOBAL AND INTERNATIONAL FUNDRAISINGFUNDRAISING
International Fundraising refersInternational Fundraising refers to to fundraising activities coordinated and integrated fundraising activities coordinated and integrated across multiple country marketsacross multiple country markets..
International Fundraising could beInternational Fundraising could be::Global Global Regional, orRegional, orSimply between two countriesSimply between two countries
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THIS INTEGRATION IMPLIES:THIS INTEGRATION IMPLIES:
Standardized fundraising productsStandardized fundraising products
Identical brand nameIdentical brand name
Synchronized fundraising product introductionSynchronized fundraising product introduction
Similar advertising messagesSimilar advertising messages
Coordinated fundraising campaigns across Coordinated fundraising campaigns across markets in several countriesmarkets in several countries
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In global markets, In global markets, with standardized global with standardized global
fundraising products, fundraising products,
a global brand name is necessary a global brand name is necessary
for success!for success!
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A global brand stretchesA global brand stretches
across markets,across markets,
societies and geographiessocieties and geographies
1414
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INTERNAL BRANDINGINTERNAL BRANDING
UNICEF’s brand is a representation of who we are, UNICEF’s brand is a representation of who we are, what we do and how we are different.what we do and how we are different.
UNICEF’s brand reflects our values and our vision: it UNICEF’s brand reflects our values and our vision: it conveys the fact that our programmes form a unified conveys the fact that our programmes form a unified wholewhole..
UNICEF’s brand must appeal to both heart & mind.UNICEF’s brand must appeal to both heart & mind.
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UNICEF’S BELIEFUNICEF’S BELIEF
Every child has the right to the best possible start in life. It is wrong for children to die needlessly; it is imperative to prevent their unnecessary deaths.
Every child has the right to the highest standards of health and education. It is imperative to work to attain those standards.
Every child possesses rights inherently equal to every other child’s. It is imperative to defend all children from violence, exploitation, and
discrimination.
To protect the rights of every child, and invest in her or his well-being, is the surest way to end poverty, and to build peace and security in the world.
It is possible to give every child a good start in life. The world can, if it chooses, ensure that every child grows and develops to his or her full, human
potential.
Children are “citizens” of the communities and the societies that they live in. Their voices should be heard and their opinions heeded by all.
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UNICEF’S MISSIONUNICEF’S MISSION
Advocate for the protection of children’s rights, help meet their basic needs and expand
their opportunities to reach their full potential.
Mobilise political will and material resources to help countries ensure a “first call for children”
and build their capacity to do so.
Respond in emergencies to relieve the suffering of children and those who provide their care.
Promote the equal rights of women and girls, and support their full participation in the
development of their communities.
Work towards the human development goals, and the peace and social progress enshrined in the Charter of the United Nations.
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ISSUE
ACTION
IMPACT
TEMPLATE FOR ORGANISING INFORMATION AND COMMUNICATION
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International branding is about creating International branding is about creating mental structures and helping consumers across mental structures and helping consumers across
societies and geographies organize societies and geographies organize their knowledge from their experiences about their knowledge from their experiences about
products and services in a way that products and services in a way that clarifies their decision making, and in the process, clarifies their decision making, and in the process,
providesprovidesvalue to the firm or organization. value to the firm or organization.
(Keller,2003)(Keller,2003)
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SUCCESSFUL INTERNATIONAL BRANDING SUCCESSFUL INTERNATIONAL BRANDING THEREFORE IS INTEGRATED:THEREFORE IS INTEGRATED:
YOUR ORGANIZATION CAREFULLY ORCHESTRATESYOUR ORGANIZATION CAREFULLY ORCHESTRATESEVERYTHING IT DOES TO DELIVEREVERYTHING IT DOES TO DELIVER
A HIGHLY DIFFERENTIATED AND CONSISTENT, A HIGHLY DIFFERENTIATED AND CONSISTENT, POSITIVE EXPERIENCE POSITIVE EXPERIENCE
TO THE “EYES” OF YOUR AUDIENCESTO THE “EYES” OF YOUR AUDIENCESACROSS SOCIETIES AND GEOGRAPHIESACROSS SOCIETIES AND GEOGRAPHIES..
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AN INTERNATIONAL BRAND IS ABOUT THE WHOLE DONOR AN INTERNATIONAL BRAND IS ABOUT THE WHOLE DONOR EXPERIENCE ACROSS SOCIETIES AND GEOGRAPHIESEXPERIENCE ACROSS SOCIETIES AND GEOGRAPHIES::
IT INCLUDESIT INCLUDES::
ALL COMMUNICATIONS AND DONORS’ ALL COMMUNICATIONS AND DONORS’ INTERACTIONSINTERACTIONS
ALIGNS ALL ACTIONS AND MESSAGES WITH ALIGNS ALL ACTIONS AND MESSAGES WITH THE CORE VALUE OF AN ORGANIZATIONTHE CORE VALUE OF AN ORGANIZATION
ALL ORGANIZATIONS ACTIONSALL ORGANIZATIONS ACTIONS
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YOUR DONORS WILL CONTINUE TO DONATE:YOUR DONORS WILL CONTINUE TO DONATE:
AS LONG AS THEIR TRUST IS ENHANCED AS LONG AS THEIR TRUST IS ENHANCED THROUGH ADVANTAGES AND BENEFITS THROUGH ADVANTAGES AND BENEFITS
FROM DONATING TO YOUR BRAND.FROM DONATING TO YOUR BRAND.
AS LONG AS THEY DERIVE SATISFACTION AS LONG AS THEY DERIVE SATISFACTION FROM DONATINGFROM DONATING
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THESE BENEFITS MAY NOT BE PURELY FUNCTIONAL IN THESE BENEFITS MAY NOT BE PURELY FUNCTIONAL IN
NATURENATURE::
BRANDS CAN ALSO SERVE A SYMBOLIC DEVICEBRANDS CAN ALSO SERVE A SYMBOLIC DEVICE
ALLOWING DONORS TO PROJECT A SELFALLOWING DONORS TO PROJECT A SELF--IMAGE IMAGE (ASSOCIATION WITH SPECIFIC LIFESTYLES, (ASSOCIATION WITH SPECIFIC LIFESTYLES,
VALUES, TRAITS)VALUES, TRAITS)
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The special meaning that brands take on donors The special meaning that brands take on donors can change their perceptions andcan change their perceptions andexperiences with an organization experiences with an organization
and and finally their interpretation of what the finally their interpretation of what the
organization stands for.organization stands for.
A brand also simplifies decision making A brand also simplifies decision making for donation and for donation and
reduce risk for donors.reduce risk for donors.
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International brand identity is made of International brand identity is made of all the words, images, ideas and associations all the words, images, ideas and associations
that form a donor’s aggregate that form a donor’s aggregate perception of a brand across perception of a brand across societies and geographies.societies and geographies.
It is therefore a unique set of It is therefore a unique set of brand associations and interactions brand associations and interactions
that the brand aspires to create or maintain that the brand aspires to create or maintain ((what the brand stands for, fundamental promise to donors)what the brand stands for, fundamental promise to donors)
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The international brand identity is part of the brand overall The international brand identity is part of the brand overall identity across societies and identity across societies and georgraphiesgeorgraphies..
Brand equity is the set of associations Brand equity is the set of associations and and behavioursbehaviours on the part of on the part of
the brand’s donors fundraising channels the brand’s donors fundraising channels and the organization itself and the organization itself
that permits the brand to earn greater support and higher that permits the brand to earn greater support and higher average donations that it could without the brand name average donations that it could without the brand name and that gives a strong sustainable and differentiated and that gives a strong sustainable and differentiated
advantage over competitors.advantage over competitors.
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BRAND POSITIONING IS ABOUT:BRAND POSITIONING IS ABOUT:
Finding the particular space in the Finding the particular space in the minds of targeted donors so minds of targeted donors so
that they feel, think and relate to the organization in the that they feel, think and relate to the organization in the expected or desired way.expected or desired way.
What a brand stands for in the What a brand stands for in the minds of donors relatively to its competition through minds of donors relatively to its competition through
similarities and differences, similarities and differences, in terms of benefits and promises.in terms of benefits and promises.
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Brand positioning includes Brand positioning includes the definition of brand valuesthe definition of brand values
to capture the important dimensions of the to capture the important dimensions of the brand meaning and brand meaning and
what the brand represents what the brand represents in the mind of donorsin the mind of donors..
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Donors donate to brands whose values concur with their values Donors donate to brands whose values concur with their values or enhance them.or enhance them.
Brand values clearly offer an opportunity Brand values clearly offer an opportunity for brand differentiation for brand differentiation
and attract people whose values match and attract people whose values match those being projected those being projected
by their preferred brandby their preferred brand..
Brand with a clear set of values are welcomed Brand with a clear set of values are welcomed by donors, because it enables them to make symbolic, by donors, because it enables them to make symbolic,
non verbal statements about themselves non verbal statements about themselves and about their lives.and about their lives.
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WHAT FUNDRAISING TECHNIQUES WORKS WHAT FUNDRAISING TECHNIQUES WORKS ACROSS SOCIETIES AND GEOGRAPHIES?ACROSS SOCIETIES AND GEOGRAPHIES?
WWWWWWGLOBAL MEDIA GLOBAL MEDIA –– GLOBAL EVENTSGLOBAL EVENTSGLOBAL CAUSES/CAMPAIGNSGLOBAL CAUSES/CAMPAIGNSINTERNATIONAL MAILINGSINTERNATIONAL MAILINGSLICENCINGLICENCINGCORPORATE FUNDRAISING CORPORATE FUNDRAISING “GLOBAL CITIZEN” (Bill Gates)“GLOBAL CITIZEN” (Bill Gates)PRODUCT SALES PRODUCT SALES
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WWW: WWW: USE OF INTERNET AND WEBSITE TO USE OF INTERNET AND WEBSITE TO
PROMOTE THE BRAND AND ITS VALUESPROMOTE THE BRAND AND ITS VALUES
ASSETS:ASSETS:-- GLOBAL ACCESSGLOBAL ACCESS-- SIMPLESIMPLE-- INTERACTIVEINTERACTIVE-- STRONG BRAND DEVELOPERSTRONG BRAND DEVELOPER
CONSTRAINTS:CONSTRAINTS:-- HEAVY LOGISTICSHEAVY LOGISTICS-- COSTLYCOSTLY
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GLOBAL COMMUNICATION MEDIA GLOBAL COMMUNICATION MEDIA FUNDRAISING (i.e. MTV, SMS, etc.)FUNDRAISING (i.e. MTV, SMS, etc.)
DefinitionDefinition: : Global Fundraising made through the case of global Global Fundraising made through the case of global media such as global TV channel (MTV, CNN), SMS or media such as global TV channel (MTV, CNN), SMS or Internet or telephone.Internet or telephone.
Assets:Assets: -- Global outreachGlobal outreach-- Younger Audiences TargetingYounger Audiences Targeting-- CostCost--effectiveeffective-- Brand Developer (Increase Brand equity, Brand Developer (Increase Brand equity, strong brand positioning)strong brand positioning)
ConstraintsConstraints: : -- Coordinated project managementCoordinated project management-- Fast information update and hiFast information update and hi--tech tech
capacitycapacity
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Children of the Islamic WorldChildren of the Islamic World
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Children of the Islamic WorldChildren of the Islamic World
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GLOBAL CAMPAIGNSGLOBAL CAMPAIGNS
Dr. François Gasse, UNICEF health officer
Dr. François Gasse, UNICEF health officer
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In 2004, 510,000 children under age 15 died of AIDSIn 2004, 510,000 children under age 15 died of AIDS--related illnesses. 640,000 were newly related illnesses. 640,000 were newly infected with HIV. Over 2.2 million children are already living infected with HIV. Over 2.2 million children are already living with HIV.with HIV.
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INTERNATIONAL MAILINGINTERNATIONAL MAILING
DefinitionDefinition: : It is a Direct Mail Fundraising Appeal with It is a Direct Mail Fundraising Appeal with overseas mail.overseas mail.
AssetsAssets::
Bring donors and beneficiaries closerBring donors and beneficiaries closerIncrease sense of ownership of donorsIncrease sense of ownership of donorsStandStand--out against other junk mailout against other junk mailCostCost--effectiveeffective
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INTERNATIONAL MAILING INTERNATIONAL MAILING -- ADVANTAGESADVANTAGES
1)1) INCREASE ROI:INCREASE ROI: by making an impact on the potential by making an impact on the potential donor with an unusual and eye catching package.donor with an unusual and eye catching package.
2)2) INCREASE CREDIBILITY OF THE APPEALINCREASE CREDIBILITY OF THE APPEAL: : by by providing “hot” information directly from the location of providing “hot” information directly from the location of the project.the project.
3)3) REDUCE COSTSREDUCE COSTS: : by producing an appeal package at by producing an appeal package at lower cost (in a field location) and sending it at a lower lower cost (in a field location) and sending it at a lower postage rate (not always possible).postage rate (not always possible).
4)4) STRONG BRAND POSITIONINGSTRONG BRAND POSITIONING
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MAJOR TYPES OF INTERNATIONAL DIRECT MAJOR TYPES OF INTERNATIONAL DIRECT MAIL APPEALSMAIL APPEALS
Appeal from Headquarters (Global Mailing)Appeal from Headquarters (Global Mailing)
Appeals from Field Office / project placeAppeals from Field Office / project place
Emergency AppealsEmergency Appeals
Thank you letters enclosing an additional appealThank you letters enclosing an additional appeal
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LICENSINGLICENSING
DefinitionDefinition: : Fundraising through the commercial use Fundraising through the commercial use of your BRAND.of your BRAND.
Assets:Assets:Access to untapped potentialAccess to untapped potentialAccess to wide networkAccess to wide networkCostCost--effectiveeffectiveBrand developerBrand developer
Constraints:Constraints:Contractual termsContractual termsSelection of partnerSelection of partnerContractual managementContractual management
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CORPORATE FUNDRAISINGCORPORATE FUNDRAISING
DefinitionDefinition: : Fundraising partnership with corporationsFundraising partnership with corporations
TypesTypes::CoCo--branding partnerships (Single Donations regular giving, branding partnerships (Single Donations regular giving, major donation)major donation)Access to databaseAccess to databaseAccess to available media (external/internal)Access to available media (external/internal)Access to staff (advocacy/payroll giving/fundraising)Access to staff (advocacy/payroll giving/fundraising)Access to a network of influenceAccess to a network of influence
Constraint:Constraint:Ensure compatibility of corporate partner with brand valuesEnsure compatibility of corporate partner with brand values
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GLOBAL CITIZENSGLOBAL CITIZENS
BILL GATESBILL GATES
SOROSSOROS
TED TURNERTED TURNER
GLOBAL FUNDSGLOBAL FUNDS−− GAVIGAVI−− GFATMGFATM−− GAINGAIN−− UNFUNF
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PRODUCT SALESPRODUCT SALES
DefinitionDefinition: : Global Fundraising through the sales of productsGlobal Fundraising through the sales of products..
AssetsAssets: : -- Create a link between donors/buyers and Create a link between donors/buyers and the project/cause.the project/cause.
-- Strengthen brand positioning.Strengthen brand positioning.-- Increased visibilityIncreased visibility
ConstraintsConstraints::-- Requires integrated logisticsRequires integrated logistics-- Coordinated operation Coordinated operation
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FOR HUMANITARIAN ORGANIZATIONS:FOR HUMANITARIAN ORGANIZATIONS:
INTERNATIONAL BRANDING IS ABOUT INTERNATIONAL BRANDING IS ABOUT INTERNATIONAL FUNDRAISINGINTERNATIONAL FUNDRAISING
AND AND INTERNATIONAL FUNDRAISING IS ABOUT INTERNATIONAL FUNDRAISING IS ABOUT
INTERNATIONAL BRANDING.INTERNATIONAL BRANDING.
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FOR HUMANITARIAN ORGANIZATIONSFOR HUMANITARIAN ORGANIZATIONS::
INTERNATIONAL BRANDING INTERNATIONAL BRANDING
ANDAND
INTERNATIONAL FUNDRAISING ARE TWOINTERNATIONAL FUNDRAISING ARE TWO
SIDES OF THE SAME COINSIDES OF THE SAME COIN
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ThankThank youyou !!