Although parents spent millions to equip their children for school during the first three months of the 2011 school year, a large portion of the more than 12 million learners enrolled in 25 851 schools lacked the most basic educational tools.
Quoilin said BiC knew that something as simple as a pen was key to a child's education. "We are perfectly positioned to make a difference. This is not just about showing that a brand with a cause can inspire loyalty, but also about empowering customers to actually make a difference by partnering with us and helping us reach our target."
Over 20 different BiC products carry a Choose BiC and Change a Future sticker. Each time one of these packs is sold, BiC donates a pen to a disadvantaged child. The pens will be distributed by the READ Educational Trust to schools.
The campaign is supported by an integrated marketing campaign and BiC is also running two competitions for consumers. The first, which offers 20 cash prizes of R5 000 to be spent on education, encourages consumers to SMS the words CHOOSE BiC to the dedicated number at a reduced cost of just 50 cents. Bringing the SMS rate down will enable a far wider cross section of consumers to enter. The second brings Facebook fans on board. For every 'like' received, BiC donates a pen to a child in need and the friend in line to win one of four iPad 2's.
This year, BiC has also linked its partnership with Wimpy. To drive sales of the BiC colouring range, all BiC Kids Products carry a special sticker offering a free Wimpy ice cream when consumers purchase a BiC kids product.
Quoilin explained that BiC had fully embraced cause related marketing which saw companies, their customers and both non-government and government organisations develop win-win partnerships. "BiC has had to confront the fact that education, learning and the chance of a better future is out of reach of many South African children. That's why 200 000 children between seven and 15 receive no form of schooling, 13% of 16 year-olds has not completed primary school and only 44% of working age individuals has completed secondary school. Dropout rates are far too high and just one in four matriculants is able to go to university. We believe we can help change that," she said.
For further information about the Choose BiC and Change a Future campaign, go to www.bic.co.za.
