March 22nd 2005
A retail promotion that donates 100% to charity has grown by nearly 100% in just one year .
Impressed by an education programme for secondary school students designed to prevent rape and sexual abuse, Elizabeth
Arden and Farmers took a brave step.
In an industry that traditionally supports women’s health issues such as breast cancer, Elizabeth Arden broke with
tradition and decided to back a cause that addresses preventing long term harm to young people.
Two years ago they decided to support the BodySafe programme which runs over 150 workshops each year in secondary
schools, reaching an estimated 4,000 females and males aged between 12 and 17 years .
A novel approach was taken, Red Door fragrance was available in a small size purse spray and the money from each
purchase was donated to the BodySafe programme.
Consumer support was immediate - doubling the previous years response.
“ I talked to a lot of our consultants around the country and they all say that once they explain what the charity was,
the customer will buy it instantly, also it was a great size to carry in the hand bag.” said Valerie Riley GM Elizabeth
Aden NZ
BodySafe promotes safety and personal well being within sexual relationships, and is aimed both at those who have
experienced rape/sexual abuse and teenagers who are at risk from sexual violence. Advocating that prevention is better
than harm, the programme reinforces young peoples’ rights in relationship to their body. It also emphasises that it’s OK
to talk about abuse and to ask for help.
Estimates of the number of New Zealand youth effected by sexual violence are similar to global statistics. By the age of
16, one in 4 females and one in 8 males are likely to have experienced some form of sexual abuse
‘By inviting their consumers to join them in backing a cause, the outcome has been even more positive and presents a
great case study,. It also leads the way for other consumer brands to follow ” said Jude Mannion of the Robin Hood
Foundation
Elizabeth Arden will rerun the promotion this year again from October, this time offering a choice of Elizabeth Arden
fragrances.
ENDS