I just discovered the Coca Cola's corporate responsibility online project called Vivendo Positivamente. It's a website for South America where all Coke's social initiatives are reported and shared with the public.
The cool thing about the site is the fact that it has been conceived like any other consumer marketing project: a 3D interface, nice flash animations, catchy and meaninful icons and the possibility to save and share the projects we find more interesting.
In the US the same website/project is brought to life under the name Live Positively. In this case the communication approach is completely different, despite the topic being the same. Even if there are videos and a lot of effort has been put in the design, everything looks much more corporate and less "consumer friendly" as if in the US the tone of voice for this kind of project would need to follow very different standards and expectations.