For many children in South Africa who are eager to learn, access to educational tools is unfortunately beyond their reach and many learners start the school year or term without so much as a pen. BIC understands the importance of education and is putting the power of the pen back into the hands of the youth, who are our future.
BIC has partnered with READ Educational Trust and Zinto Activation Group (Zinto) to roll out the 'Change a Future' educational road show. The campaign aims to encourage school pupils to help less fortunate schoolchildren, who have not been equipped with the basic and essential school materials needed to learn and advance their potential. Zinto is currently rolling out brand activations in 250 schools across Gauteng.
The BIC 'Change a Future' 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 popular 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. Zinto's 30-minute production highlights the importance of working together to help others and make
In addition to get involved 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 on behalf of BIC.
"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, BIC is also running a school competition called the BIC 'Colour the Future Art Challenge' where schools, teachers and learners can win cash prizes to the value of R 35 000. At the same time, BIC's 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 BIC sees 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 like Zinto exist and create opportunities because of brands like BIC who believe in investing in educational shows with exciting competitions while giving back to previously disadvantaged learners to make a difference. Thank you BIC!"
For more information on Zinto or the 'BIC Change a Future' campaign, contact Loshanee Moodley on 011 553 1000 or visit www.bic.co.za
Posted on 12 Oct 2012 09:50