Picks of the Week: July 2, 2018
Mahindra Rise Partners with the Cancer Patients Aid Association to Launch Breast Cancer Awareness Campaign
India-based multinational car manufacturer Mahindra Rise partnered with the CPAA to launch a breast cancer awareness program in rural India. Building on the cultural practice of women storing their money in their blouses, the company created the ‘Sehat Ka Batua’ or in English, ‘The Health Purse’- a wallet for women featuring a visual tutorial on how to perform a self-breast examination. These wallets were distributed to women in media-dark rural areas during health drives where they were first taught how to perform a self-breast examination, and would then be reminded to continue to do so every time they opened their health purse.
The initiative serves as a great example of a brand truly knowing and understanding their target consumers, the discrete, simple and Indian folk-art inspired design is the perfect way for these women to integrate the wallet into their everyday lives and be comfortable doing so. The campaign aligns seamlessly with the parent enterprise’s overall CSR story revolving around rural prosperity, truly creating an authentic feel and positive reception. Overall, the campaign serves as a best practice of truly understanding the humans to which your brand caters to, and to view a giveaway as more than a logo placement opportunity, instead a way to imprint your brand’s values into the mind of the consumer.
Account Executive, LIVE
Footlocker puts the SOLE in Sole Food with their latest web series
Footlocker is putting the “Sole” in Food with their latest web series. The series is hosted by Kai-Bent Lee, influencer entrepreneur and son of renowned Toronto Chef Susur Lee and aims to unite foodies and sneakerheads, proving they already have a lot in common. Titled SOLE FOOD, the online video series will feature an unreleased sneaker and a special guest who Kai will then bring to one of his favourite local restaurant. The first episode features his father as they get fitted with the unreleased Adidas Continental 80 and chow down on some Dim Sum at one of their family restaurant Luckee. The latest move from Footlocker will certainly target sneaker hungry foodies while generating buzz around new show releases. Their move to use a local influencer known for local fare and streetwear shows they understand their shoppers and are looking to generate an appetite for their products.