BODY SHOP RAISES AWARENESS OF VIOLENCE AGAINST WOMEN
By Adnews Staff
The Body Shop, Canada is telling Canadians that children learn what they live. The retailer will launch a campaign next month to help combat violence against women. The campaign will use in-store posters, banners, postcards, point-of-purchase materials and a broadsheet. In addition, The Body Shop will host a "National Make-over Marathon" next month, and will sell the postcards and keychains to raise money for the Canadian Women's Foundation. The campaign's creative shows toy building blocks spelling out the positive message, S.E.L.F E.S.T.E.E.M., and the negative message of V.I.O.L.E.N.C.E. The strategy was to present a dual message: that children learn from example and that when mothers demonstrate self-esteem, sons and daughters learn self-esteem. The campaign was created by Zeppelin Communications and Design Ltd. of Toronto.