BIC South African campaign to become best practice example for group
Speaking at the handover of the first package of donated pens at the Mbuyisa Makhubu Primary School in Orlando West, Soweto, BIC marketing manager of stationery, Millicent Quoilin, said that since inception in 2011, the campaign had been a success and continued to grow each year.
Change a future
"Over 30 different products carry a 'Choose BIC and Change a Future' sticker. For every pack sold, we committed to donating a pen to a disadvantaged child. This year has seen a 20% increase in the number of pens that we will donate, bringing the overall total to 1.2 million." she said.
As one of the market leaders of the writing instruments segment, the company was well positioned to encourage South African shoppers to help the children who needed good education the most.
"We have gone all out to develop a campaign that clearly defines the brand in the consumer's mind, one that helps consumers connect with our brand and gives them a reason to choose it. We are emotionally engaging with our consumers - most of whom are parents - by becoming the brand that sees the future potential of their children, as well as the potential of children who do not necessarily have the same educational opportunities as they do."
The comprehensive campaign, which had incorporated both below and above-the-line spend, had hinged on actionable strategies that captured the essence of the brand and the environment in which it operates. It included above-the-line advertising, social media, competitions and public relations. In-store promoters and eye-catching point of sale material that showcased the latest innovations and value-added packs were key as 80% of a stationery consumer's shopping time is spent navigating the store and 76% of purchase decisions are made in store.
Pens to go to 1369 schools
The 1.2 million pens to be donated by the company on behalf of its customers will be distributed to 1369 schools countrywide by the READ Educational Trust, which operates as an educator development agency in the field of language, literacy and communication and is a leader in the fields of educational assessment, materials development and resource provision.
"The ability to read and write well is essential to ensure success at school, career advancement and tertiary study. The more you write, the better the writer that you become. To do that, you need the most obvious thing - a pen. The skill of writing is something that is learned and can be perfected with practice. In a large number of households in rural areas, a pen is not always readily available and sometimes it is shared amongst everyone in the household. The company's contribution therefore makes it possible for 1.2 million children to have access to their own pens," said Lizelle Langford, READ's fundraising manager.
Di Wilson, managing director of POD Communications, BIC's partner agency, said that to date, BIC had donated 2.2 million pens to needy children across South Africa. The 'Choose BIC and Change a Future' campaign for 2014 will begin when back to school purchasing of stationery begins in November.
For more information, go to www.BIC.co.za or visit BIC South Africa on Facebook.
Some facts about READ
• READ Educational Trust is a South African-based NGO that operates in the education and literacy sectors, working in teacher development and providing resources to schools.
• READ was registered as an NGO in 1979. From its small beginnings in a borrowed office at St Johns College in Houghton, Johannesburg, READ today works closely with the Department of Education in all nine provinces to support the implementation of the national curriculum.
• READ is primarily a teacher-development agency in the field of language, literacy and communication. Aside from work in schools, READ also delivers Early Childhood Development (ECD) support and training to ECD practitioners. The organisation is also a leading expert in the field of assessment and materials development / resource provisioning.
• READ also works alongside the provincial and national Departments of Basic Education to implement teacher training and literacy projects in schools.
• READ's mission is to develop the reading, writing, learning, information and communication skills of learners in Southern Africa so that they may become independent, life-long learners.
• It is READ's philosophy to support communities to reach their potential and own their future through literacy education as the catalyst for change.
• The Three Principles of Read are: Books and Training Always Go Together, The Right Book, at The Right Level, at The Right Time and Variety Encourages Reading.
• Recent projects serviced more than 1,500 schools, 15,000 teachers, and
1 million learners.
• READ is funded by foreign donors and the private sector.