Million pens to aid school kids

Lizelle Lanford (READ), Milicent Quoilin (trade marketing manager, Stationery) and Di Wilson (MD of POD)

With 52% of the writing instruments market, the company knows that something as simple as a pen is vital to a child's education. "We're perfectly positioned to make a difference. This is not just about showing that a brand with a cause can inspire loyalty, but also about empowering customers to actually make a difference by partnering with us and helping us reach our target," says marketing manager of stationery, Millicent Quoilin.

Campaign support, consumer competition

The campaign is supported by an integrated marketing campaign that includes electronic and print media as well as social media, PR, point of sale and in store brand ambassadors.

To prove that it is cool to care, the company is also running two competitions for consumers. The first is an SMS competition, at a reduced cost of 50 cents to enable a wider cross section of consumers to enter. In the second, the company will donates a pen to a child in need for every 'like' received on Facebook, with four prizes for entrants.

Wimpy partnership

This year, the company has also linked its campaign in partnership with Wimpy to drive sales of its colouring range. All its kids' products carry a sticker offering a free Wimpy ice cream with purchase.

Quoilin explained that company had fully embraced cause-related marketing, which saw companies, their customers and both non-government and government organizations develop win-win partnerships. "Education, learning and the chance of a better future is out of reach of many South African children, which is why 200 000 children between seven and 15 receive no form of schooling; 13% of 16 year-olds have not completed primary school and only 44% of working age individuals have completed secondary school. Dropout rates are far too high and just one in four matriculants is able to go to university. We believe we can help change that," she said.

For more information, go to www.bic.co.za or visit its Facebook site.