As part of our series dedicated to celebrating good work and inspiring a bit more generosity—with the help of the One Percent Collective—Aisha Daji Punga, Frucor’s commercial development director and the recent winner of the marketer of the year title at the TVNZ-NZ Marketing Awards, looks at a few brands and agencies doing good, including Tip Top and Coca-Cola.
Good work deserves good words, I couldn’t agree more. I thought as a Kiwi nation we were doing great work but after coming back from the Cannes Festival of Creativity this year, I was wondering if we were even doing enough ‘good’ work. I use the word ‘good’ in the broader context of the world around us. Oh, I know it sounds very preachy, but I have become a convert of purposeful organisations and brands. So I thought I would share some of my favourite work that is doing ‘good’.
“Sweetie”, a fictitious 10-year-old girl, was created to uncover the enormous scope and magnitude of webcam child sex tourism. And in only two months, four researchers assigned by Terre des Hommes Netherlands were able to identify over 1,000 adults worldwide committing webcam child sex tourism. Wouldn’t you have loved to be involved with something so bold, brave and meaningful?
G-Star and Raw Denim’s responsible supply chain initiative is a good example of making a difference, standing for something and reconstructing an organisation’s capability to do it. And it’s great to see Tip Top with its move ‘Back To Nature’ starting to pave the way locally here in New Zealand.
Inakadate Rice Code is reconceptualisation at its best. I will never think of rice in the same way again.
Nivea’s ‘Protection Ad’ and Coca-Cola’s ‘Happiness ID’ are great examples of bringing to life what their brands stand for.
Old Spice Smellcome To Manhood. You may well laugh at this one. But that’s the point! You don’t have to be boring to stand for something. I have a son on the brink of being a teenager and all I can say is, ha ha, very insightful [and, added bonus, the main ad was shot by Kiwi Steve Ayson].
- The One Percent Collective is all about a lot of people giving a little to make it easier for its selected charities (and charities in general). It could be, for example, donating one percent of your total income, one percent of the door takings from an event or one percent commission on a month’s sales. But it doesn’t necessarily have to be financial. It’s also looking for people to donate time, expertise and awareness to the cause, so check out some of the ways individuals, artists and businesses can help here.
- If you want to contribute to The Generosity Journal, or have any suggestions about others who might be keen, email us at firstname.lastname@example.org.