Campaign aims to make HOPE even more ‘mobile'

Golden Cloud products will highlight the campaign on their packaging with an I Bake, I Care logo and detailed information about the campaign is on the back of the pack. In addition, the company is launching the promotion to consumers and customers through road-shows supported by extensive advertising and a public relations campaign.

The funds donated to HOPE Worldwide will be used to buy manned mobile kitchens where all those women who are passionate about baking will gain or improve their baking skills and earn a sustainable income. The women chosen to participate in the programme will develop the skills and resources to sell baked products in their communities.

The initial phase of the campaign, which will run until September, will take place in City White Jabavu in Soweto, after which it will be rolled out to additional communities and areas nationwide.

Sibongile Mooko, the company's senior brand manager, says the aim of the campaign is to position the brand as “caring”, thus enhancing brand image, building brand loyalty and increasing brand credibility while simultaneously raising funds directly benefiting HOPE Worldwide beneficiaries.

Fikile Ntuli, regional Gauteng manager of HOPE Worldwide, says “Initially, we will identify 20 beneficiaries, between the ages of 25 and 45, to participate in the campaign. These women will be trained in baking, enabling them to develop the skills required to generate an income from this activity. Applicants will be carefully screened to ensure the best candidates are selected – we are looking for people who can handle responsibility and have the dedication and initiative to make this a sustainable exercise.”

HOPE Worldwide holds special consultative status with the Economic and Social Council of the United Nations. Its non-sectarian programmes educate, develop, train and serve through disease control initiatives, provide medical training and care, empower women and children, care for abandoned children, and implement education and recovery plans. The organisation serves the poor in over 75 nations with more than 100 000 committed volunteers.