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?
Studies show that social mobility in Germany depends largely on socio-economic heritage - not on intelligence. To change this, university students started an initiative called “Rock your life” which organizes one-to-one relations in which undergraduate students coach younger pupils from secondary modern schools and deprived areas.
Morgenwelt is a small enterprise that organises carbon neutral concerts and so called “bicycle-discos”. The concept behind the concerts is that all the power the bands or DJs need for the gigs comes from muscle power. So if the audience doesn’t pedal fast enough the gig is interrupted with a blackout.