Cannes Lions
McCANN SANTO DOMINGO, Santo Domingo / NESTLE / 2017
Overview
Entries
Credits
Description
Nestlé always seeks the development of its communities and countries where it is, generating sustainable and social development.
Without money women can not buy
How we can help and generate consumption of our products.
Execution
There was a strong recruitment campaign, very guerrilla: word of mouth, posters, periphery in neighborhoods, squares, churches.
They were trained in costumer service, nutrition, accounting, and became experts in Nestlé products. With an initial micro credit, they were given a push to start their own business.
Outcome
Today, there are more than 6.000 women who have changed the destiny of their lives and their families.
1'500.000 USD in free press
Nestlé Global has adopted this model and will make it part of it’s worldwide collaborative policy.
This has allowed women to not depend on their partners, who previously mistreated them, to enroll their kids in school, to begin to smile and dream.
We are changing a reality.
A woman, a family, a home, a ghetto at a time.
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