Charity activity kicked off with £150k donation
CHOCOLATE brand Galaxy has kicked off a new partnership with the Young Women’s Trust charity with an initial donation of £150,000.
As part of the brand’s ‘Your Pleasure Has Promise’ campaign, which is entering its third year, Galaxy has pledged its support of young women with this latest donation and is encouraging shoppers to get behind this activation, too.
Along with the initial donation, consumers who purchase a promotional bar of Galaxy chocolate in Co-op stores nationwide will trigger an additional donation to the Young Women’s Trust.
Through this, parent firm Mars Wrigley reckons it will be able to raise a further 10% on top of the initial donation.
The campaign is running now and will conclude on 25 April and, to drive consumer engagement, in-store POS, including aisle fins and shippers, will be combined with digital media and OOH promotional material to ensure shoppers see the campaign at a range of touch-points across stores.
There is also a limited edition pack that promotes the partnership with Young Women’s Trust and includes a QR code to encourage shoppers to learn more about the campaign.
Romi Mackiewicz, brand director at Galaxy, said: “We’re committed to creating a world where chocolate does as good as it tastes.
“We know that young women earn a fifth less than men the same age, and over half of young women have faced discrimination in the workplace – yet 39% of Britons think things have gone far enough according to a Kings College International Women’s Day survey. We know there is clearly still work to be done in helping women to thrive.
“In the last two years we have helped over 2,000 young women in the UK prosper via our partnership with the Young Women’s Trust.
“The campaign will continue to raise awareness of the critical barriers that women still face today, specifically the gender pay gap and equality in the workplace, through in-store retail activity and wider marketing initiatives.“
