DDB's effort for child relief in Mozambique

Mike Frampton, Managing Director of DDB South Africa commented, "This project has demonstrated the power of the DDB global network and in particular our Africa network. Although we're obviously client centric we also have to look at the wider issues which impact on the people who live, work and play in the countries where we operate.

"The network and our clients share our commitment to assisting in projects which will benefit those who will be our future partners in uplifting the region."

Two years ago the Mozambique Ministry of Education challenged Mr. Joao Gomes, of the Nelson Mandela Children¹s Fund, to implement a project in Mozambique aimed at helping children.

The focus of this project would be to uplift the future generations of Mozambicans through education. And so the Look of Hope Project was born - a much-needed initiative in a country where up to 60% of the population has had no formal education. Sadly, many of these are children who are either forced to work or left in the streets with no care at all.

In as little as two years, Mr Gomes has managed to forge many invaluable relationships with private companies, yet the project is still largely dependent on donations from private citizens. One contributing factor to this is the long legacy of corruption in Africa, leading many people to doubt both the project¹s validity and of the redistribution of donated funds.

Despite these and other hurdles, the project has already raised over 5 million US dollars from a small, yet dedicated group of individuals.

But DDB Mozambique felt that the project could be achieving even greater things and approached the coordinator with a proposal of a nationwide effort to improve the future of Mozambique. The renewed effort would include a creation of a closer partnership between the private sector, the state and the public to drive Mozambique towards a new, educated future.

"To this end DDB created a logo stamp as a marketing and communication tool. This stamp would appear on companys' products, with a percentage of the profits of the sales going to the project," said Vasco Rocha, Managing Director of DDB Mozambique.

The challenge was getting the message out. DDB decided to hold a function to explain the concept, inviting influential individuals from a broad spectrum of society and showing them exactly what the company is doing to achieve its vision for Mozambique.

The dinner was held at the Rovuma Carlton Hotel, kindly sponsored by the Pestana Group, and attended for the first time by the President Joaquim Alberto Chissano, seven Ministers, three Vice Ministers, ambassadors, 110 CEO¹s and Marketing Directors representing 80% of Mozambique's biggest companies.

At the dinner, the President asked that the project be exposed to the world and is interested in making a presentation regarding the project at the SADC meeting in Maputo.

During the dinner DDB presented a vision for Mozambique, showcasing two 40 second television spots, a new bilingual brochure and a video of the project song.

Everything was donated by DDB partners and suppliers.

The results of the outreach are already becoming apparent. The next day TDM, Mozambique Telecommunications, signed a contract whereby they use the project logo stamp on their invoices and donate 0.42 USD per invoice. This adds up to a substantial 7000 USD per month. They have also offered to build two new schools in the North of the country.

EMOSE, an insurance company with more than 60% of the market, will pay around 0.25 USD every time they use the logo stamp on their receipts for the next five years. They have also committed themselves to rehabilitating a school.

Aguas da Namacha will donate 0.062 USD for every bottle of water they sell. The Portuguese Leiria City Council are donating a school. Also, a local newspaper is giving 0.20 USD for each copy it sells.

At DDB Mozambique the logo stamp is being used on invoices, letterheads and fax sheets. 2% of all billings on jobs undertaken for project supporters will be donated by the agency. Two of DDB's global clients, Unilever and Energizer have both expressed interest in the project.

The Mozal Foundation is also lending a hand and pledges to build more schools. Airtime has been donated on both television and radio, allowing DDB to flight the TV spots and radio jingle designed for the project.

The next step is to meet with several ministers and hopefully expand the project into other areas, as well as include diplomats and NGO¹s in the project.

Already DDB offices around the world have expressed their firm support for the project.

Aside from DDB South Africa;
DDB Japan - Sent boxes of materials for the children
DDB NY - Sent two boxes full of stationery for the children
BMP DDB - Sent two boxes of materials
DDB Italy - Plan to send materials during September

The materials most often sent were items like writing pads, pencils, erasers, markers etc.

Mike Frampton, Managing Director of DDB South Africa commented, "At DDB SA we are proud to have contributed in a meaningful way to the project. Our involvement is a concrete demonstration of our commitment to the African continent and a testament to the effectiveness of the DDB global network . We will continue to look for ways to meaningfully contribute to projects which improve the quality of life in those countries where DDB has a presence. "A special thanks should go to DDB Mozambique, without their efforts I'm convinced that the project would not have been the resounding success that it has proved to be."