The synergy of this campaign aimed to meet several objectives. Childline received much needed funds and exposure; consumers won elaborate prizes and assisted in raising funds for the charity and Bokomo fulfilled their promise to give back to the nation.
The company replaced the Weet-Bix name on its packaging with the words “Thank You” during the campaign to pay tribute to all South Africans who have helped make the brand the country's what it is today; the change also served as the driving force for the competition. According to Jan Louw, Bokomo Weet-Bix brand manager, the company donated 7,5 cents for every pack of the product sold from April to September 2007, to Childline. The final amount reached R1 million.
“The Childline logo and telephone number was made available on all “Thank You” packs for the last six months, but to show our support to the cause, the Childline details will now be available on all Weet-Bix packs moving forward,” concludes Louw.
Joan van Niekerk, the national coordinator for Childline, says, “This wonderful donation means that we can reach many more children – thousands in fact – who need Childline's help. Children have one childhood and if we are not there for them now we have missed the window of opportunity. This donation empowers us to be more immediately responsive to a greater number of children.”
The campaign also contained a competition element where consumers could win three Citroën C4's, Sony PSP Value Packs, thousands of rands in cash and delicious Bokomo hampers. The entries, via SMS and telephone, for this competition averaged 104 000 per month, with nearly 600 000 entries for one campaign – an inspiring figure that exceeded all expectations.
The campaign was driven through the packaging and in store marketing communication, but also included an extensive TV, radio and print media campaign.
