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?
A Spanish NGO launched a campaign to raise awareness about the lack of public education for more than 60 million children around the world. The idea was to add an empty red chair in classrooms to symbolise how children are missing out on basic education.
The arrival of red chairs in the classroom has made some children question why they are there. This became the perfect opportunity for teachers to address the issue with materials created by the NGO such as games and stories.
To draw attention to the need for protected green spaces in the Netherlands, non-profit organisation Natuurmonumenten (NM) has set up a website where supporters can claim their own square metre of an online virtual nature reserve. As more people participate, the virtual reserve grows in size, with the aim of becoming the biggest website in the world!