ABOUT

Summary
C&A is a global retailer of affordable fashion operating across Europe, South America and China. The C&A Foundation wanted to engage staff in its philanthropic activity supporting charities around the world.

Problem
Our challenge was to devise and implement a campaign to engage time-poor staff, at all levels in the organisation, in a global act of collaboration and charity. This had twin ambitions: to raise money for virtuous causes; and make a positive contribution to C&A business performance through more engaged employees.

Approach
Pulling an emotional trigger – The campaign mechanics involved participants sharing their stories and dreams for gender equality and sustainability issues such as peace, education, justice, organic agriculture, and recycling. The bespoke campaign websites then enabled employees to vote for the NGO of their choice and trigger a donation.

Putting the participant first – To encourage participation we leveraged existing social behaviours – grab your phone and share a selfie, write a short comment, tap on a box to vote – what’s not to enjoy.

Finding a shared language – The campaigns had to work for thousands of C&A employees across more than twenty countries. In 2016 and 2017 speech bubbles and retail swing tags provided the global recognition required. In 2018 we introduced a dreamscape theme which inspired employees to share their dreams for a better future.

Brand integration – Every year the website and all the printed support material is designed to work within the bounds of the C&A visual identity and online guidelines.

Result
61,885 – Number of participants that have taken part in the 2016 - 2018 campaigns.

€1,973,440 – Raised for NGOs to support beneficiaries across the world since 2016.