BIC makes its mark in education
“A good head and a good heart are always a formidable combination. But when you add a literate tongue or pen to that, then you have something very special.”Stationary giant BIC heeds these words of Nelson Mandela and has launched an international campaign, Choose Bic And Change A Future, to make a significant impact on the lives of thousands of Namibian learners and consumers.
Ian Stander, the sales manager for CIC (Pty) Ltd , the official distributor of BIC Namibia, says: “Selective BIC products carry a 'buy me and BIC will donate one pen' sticker; for every pack sold in the retail stores, we commit to donating a pen to a disadvantaged child. Along with BIC’s donation, CIC (Pty) Ltd joined the campaign by committing to donate N$1 for every pack sold.”
He says that as market leader of writing instruments, BIC is a well positioned company to encourage Namibian shoppers to help children who needed good education the most.
“We have gone all out to develop a campaign that clearly defines the BIC brand in the consumer’s mind, one that helps consumers connect with our brand and gives them reason to choose BIC. We are emotionally engaging with our consumers – most of whom are parents – by becoming the brand that sees the future potential of their children, as well as the potential of children who do not necessarily have the same educational opportunities as they do,” he explains.
The 60 000 pens donated by BIC on behalf of its customers will be distributed to schools countrywide.
Stander states: “The ability to read and write well is essential to ensure success at school or, later, career advancement and tertiary study. The more you write, the better the writer that you become. To do that, you need the most obvious thing – a pen. The skill of writing is something that is learned and can be perfected with practice. In a large number of households in rural areas, a pen is not always readily available and sometimes it is shared amongst everyone in the household. BIC’S contribution therefore makes it possible for 60 000 children to have access to their own pens”.
