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?
YES! magazine developed a campaign for girls aged 13-18 with the message “Differentiate through good causes”. If they send an SMS and buy a badge, the money raised contributed towards the treatment of a sick child.
“Adopt a word” by Dante Alighieri Society, Corriere.It and IoDonna encourages people to adopt a word within the Italian vocabulary. When you adopt a word, you will be in charge of spreading its use and defending its significance.