a) Books and worms for Africa;
b) Bookworms Against Global Warming; or
c) The Exclusive Books / FoodBank South Africa (FBSA) World Food Day cause-related marketing campaign.
You guessed it!
It’s a mouthful but that’s the point: the Exclusive Books / FBSA World Food Day campaign is about feasting on words. But that’s not all. It’s also about food gardening and for a great cause … or three. The beauty of the campaign is that it benefits three excellent causes: The fight against illiteracy, fast food and food insecurity. In one fell swoop, customers can support all three for as little as R15.
On October 16, which is World Food Day, Exclusive Books launched its gardening and cookery book promotion along with the sale of seed strip bookmarks. A seed strip is a biodegradable paper strip containing fertilizer-encased seeds that are evenly spaced apart. The seed strip reduces water wastage by up to 80 percent. It was invented by Claire Reid, the proprietor of Reel Gardening, who won the Stockholm Junior Water prize and the Woman of the Year in Water for Scientific Research.
The bookmarks sell for R15 and come with either carrot or beetroot seeds. For each bookmark sold, Exclusive Books will donate R5 to the Exclusive Books Reading Trust and a seed strip to FBSA. Exclusive Books has committed to donating 24 000 seed strips to FBSA. One thousand of these will go to FBSA’s agencies in Durban and the remainder will go to the Department of Agriculture, Forestry and Fisheries (DAFF), the government agency responsible for food security and a key stakeholder in FBSA. The department will distribute the seed strips to vegetable garden programmes in Mpumalanga, Free State, Northern Cape, Western Cape and the Eastern Cape.
Hello World Agency, which manages the Exclusive Books publicity account, has also recently taken on FoodBank South Africa as a pro bono client.
“Hello World is thrilled to have identified potential synergies that bring together two brands that are backed by amazing, caring people who aspire to make a tangible difference,” said Danni Vos, the CEO of Hello World Agency.
“Food is the most basic human need and Exclusive Books is giving its customers the opportunity to do something real about the serious lack of food that people experience in this country every day,” said Danni.
Exclusive Books is equally excited about the collaboration. “Books are as essential to a growing nation as what food is,” said Rene Brophy, the marketing and publicity manager for Exclusive Books. “We believe this collaboration will achieve amazing results through action and education.”
Get to Exclusive Books today to buy your bookmark and get planting!
