The 'Change a Future' campaign focuses on the importance of education and future planning from a young age in a way that appeals to younger audiences or markets by incorporating popular culture with education. The BIC roadshow is presented by four young inspirational actors/dancers from ZAG with whom pupils can easily relate to, respect and admire. ZAG drives home the community-based message in a thirty minute skit that highlights the importance of working together in order to assist others and make a difference.
In addition to the socially conscious message of assisting those in need, BIC will be awarding entrants (schools, teachers and learners) who enter the BIC 'Colour the Future' Art Challenge with cash prizes to the value of R35,000. BIC is also running a consumer promotion wherein 20 fortunate entrants can win R5,000 in cash towards education. Competition entry is straightforward and costs just 50 cents, giving everyone the opportunity to enter.
As an organisation BIC understands the importance of education and therefore has decided to put the control back in the hands of the children. For many children in South Africa who are eager to learn, the power of a pen is unfortunately beyond their reach.
BIC intends to lead South Africa in helping underprivileged children by donating a pen from selected packs that are sold over the 'Back to School' period. Each pack will be marked with a promotional sticker and when consumers purchase a pack one pen is automatically donated to the READ Educational Trust, who will distribute the pens on behalf of BIC.
BIC Marketing Manager Millicent Quoilin quotes Nelson Mandela, commenting: "
Education is the most powerful weapon which you can use to change the world and this is BIC's way of putting the power of the pen into the hands of our future enablers."
For more information on ZAG or the BIC 'Colour the Future' campaign, contact Loshanee Moodaley on 011 553 1000 or visit
www.bic.co.za for more info.
 to roll out the 'Change a Future' educational roadshow. The campaign aims to encourage primary school pupils to aid less fortunate school children who do not have access to basic and essential school materials. ZAG is currently rolling out the brand activations in schools across Gauteng and will continue until 31 October 2011 with interactive dance shows performed by branded entertainment professionals who will communicate the message in a way the youth will understand and find entertaining.){kind=link}