Social Cause (141)
Buy chocolate with a good deed
The Anthon Berg ‘Generous Store’ pop-up chocolate shop in Denmark does not allow for customers to pay for their product with cash or credit. In fact, customers need to promise they will do a good deed for a person they care for. The chocolate is ‘priced’ at different levels depending on how big a deed is needed to obtain it. These range from‘serve breakfast in bed to your loved one’ to ‘Don’t comment on your girlfriend’s driving for a week’. The most popular service was ‘Help clean your friend’s house’ whilst the least popular was ‘A week where you don’t lie to your father ’.
Why it matters
This is a great example of linking the product to what it does - chocolate makes you feel good after all! It raises awareness of how what we do affects the world and others around us. How can we tap into this type of trend and use it to communicate about our products and the emotions they stir?
MYC4 is an online platform that connects potential money donors with African entrepreneurs who lack capital to develop their businesses. After seeing different business models that are in need of a micro loan, the donor can choose which start- up he wants to support with as little as 5 euros – hence playing a vital role in getting a business to flourish and even earn a profit.
Ni pute ni soumise is a social organization working against violence to women, that has launched an interesting campaign. It has created a fake version of the hyped website Chatroulette. The fourth video that is shown to a viewer is that of a woman who gets beaten by her boyfriend. After the video comes the tagline "You can't do anything for her. But if it happens to your sister, your neighbour or your friend, take action."