Archive - Jun 2009
June 28th
Brand Aid
Zwitsal, Holland’s leading skin care brand for children, is raising awareness of the importance of UV protection with the introduction of a special fire brigade that fights sunburn: the ‘Zwitsal Zonnebrandweer’. Its task is to respond to sunny conditions and a high UV index, by driving to ‘hazardous areas’ and informing parents and kids about the importance of protecting their skin.
Why it matters
Brands have long affiliated themselves with worthy causes, however it now appears they are taking more of an active role. Will brands begin to adopt ‘activists’ to promote the good causes that they support as part of their service to their customers?
Time for socially responsible product lines
Swatch’s ‘Perfect World’ campaign to raise funds for worthwhile building projects has just financed a temporary shelter home for MSV (Movement to the Service of Life) for children at risk. Funds were raised from sales of Swatch ‘Amiguinho’ (literally, ‘little friend’), which was launched specially for Christmas 2008.
Why it matters
All companies are striving to improve their corporate social responsibilities (CSR), but Swatch has made charity a consistent element of its range by producing a ‘Perfect World’ watch every year. Will we begin to see all brands permanently dedicating the profits from one or more of their products as standard practice?
Campaign to cheer up recession-hit consumers
The City of St. Petersberg has launched a campaign calling all residents to stay positive amidst the economic crisis. The ads include statements such as “St Petersburg, smile!”.
Why it matters
Will we begin to see more cities demonstrating a social conscience by taking direct responsibility for how their citizens feel?
