The campaign focuses on the importance of education and future planning from an early age, in a way that appeals to younger audiences, by incorporating popular culture with learning. An interactive dance show performed by branded entertainment professionals from Zinto, including the mascot BIC Boy, communicates the message in a way that the youth will understand and find interesting and with whom the children can easily relate to. The 30-minute production highlights the importance of working together to help others and make a difference.
In addition to involvement in this roadshow, BIC intends to lead South Africa in helping underprivileged children by donating 1.2 million pens from selected promotional packs that are sold over the 'Back to School' period in January. Each pack will be marked with a promotional sticker and when consumers purchase a specially marked pack, one pen is automatically donated to the READ Educational Trust, which will distribute the pens.
"Today's learners are those who will be writing South Africa's future and equipping our future leaders with writing instruments is as important as having books to read," says BIC marketing manager, Millicent Quoilin.
Alongside the promotion, the company is also running a school competition called the 'Colour the Future Art Challenge' where schools, teachers and learners can win cash prizes to the value of R35,000. At the same time, its consumer competition gives parents the chance to win their share of R100,000 in cash for school fees. Entry is straightforward and costs just 50 cents, giving everyone the opportunity to enter by SMSing the words 'TRUST BIC' to 31501.
Michelle Combrinck, CEO and founder of Zinto concludes, "As an ex-educator, I am thrilled that companies, such as BIC, see the value in long-term relationships with schools, learners and local communities. Education is the key to success and promoting the themed message 'the pen is mightier than the sword' is crucial to youngsters to hear and embrace. CSI initiatives are vital to business and market growth and companies such as ours exist and create opportunities because of brands like this that believe in investing in educational shows with exciting competitions while giving back to previously disadvantaged learners to make a difference."
For more, go to www.bic.co.za.
