Launched in 2011, the “Choose BIC and change a future” initiative has donated over five-million pens to assist underprivileged learners across South Africa.
For the fourth consecutive year, BIC will embark on its successful school roadshow, and this year, the stationery brand will continue its efforts towards improving the quality of education in our schools with the brand messaging: “If you can dream it, you can be it”.
BIC has also launched a school Art Challenge being run concurrently with the roadshow, which encourages learners to get creative as it brings excitement to schools and awards cash prizes to the winners.
The educational school roadshow is held across Gauteng and is tackling the current social issues affecting our youth: self-respect, self-worth, respect for parents, elders and teachers and its anti-bullying messaging.
The activation is co-ordinated by the Zinto Marketing Group and encourages learners to stay in school and work hard to reach their full potential. The brand activation agency has been involved in the education segment for the past 15 years and its info-tainment platforms are supported by the Department of Education.
BIC’s marketing manager, Wandile Setlhodi, says, “The hope is to build a groundswell of support through the initiative by encouraging the public to continue to donate stationery items and funds towards lesser-resourced schools. Every purchase of specially marked stationery items at local supermarkets will make a difference to help BIC reach its target of a million pens.”
A team of brand ambassadors is currently visiting primary schools and motivating learners about the importance of having big dreams and pursuing them by making good career choices and planning for the future from a young age.
“The show cleverly incorporates pop culture and the brand character ‘BIC Boy’ who imparts key educational messages through a format learners can engage and interact with. The performance is presented by young and aspiring actors and dancers who have the ability to convey the message that by working together, we can achieve greatness,” Setlhodi concludes.
BIC is appealing to learners, parents, corporates and the broader public to get involved and foster a culture of learning in South Africa.
Join the BIC movement and show your support by helping to make a difference in the lives of over a million lesser-resourced learners.
For more information, contact Anuq Wilson from Zinto on (011) 553 1000.