The Big Heart Project tugs at heartstrings at 2013 Effies

Tuesday, 25 February 2014 00:22 - - {{hitsCtrl.values.hits}}

The Big Heart Project – A CSR campaign steered by Baby Cheramy in celebration of the brand’s 50th anniversary, received a finalist award, the only award of its kind presented in the Corporate Reputation/Professional Services category, at the recently concluded Effie Awards, hosted by the Sri Lanka Institute of Marketing (SLIM).

The Effie Awards is an annual awards ceremony, which recognises and rewards effectiveness in marketing communications ideas. Effie Worldwide’s mission is to encourage effectiveness in the marketing communications industry through education and recognition. The Big Heart Project was a milestone celebration of a different kind. As Baby Cheramy approached 50 years of enriching the lives of mothers and babies, the brand set out to celebrate this momentous occasion more meaningfully. As a result the Baby Cheramy ‘Big Heart’ Project, in partnership with the Ministry of Child Development and Women’s Affairs, was launched. Baby Cheramy initiated this drive by contributing 50 cents from every pack sold towards the Nena Diriya Trust. This project was an initiative to fund fifty ‘at risk’ children who were on the verge of losing out on education. The challenge was to mobilise the entire country in giving generously towards the cause. Through an emotional pitch to the country, the brand was able to exceed all expectations with ample funds and thousands of books and other educational items being collected. Through the Big Heart Project, Baby Cheramy clearly displayed its value of ‘Pure Love’ beyond just a range of baby care products. Playing vital roles in the campaign and doing their bit to ensure success at all levels were Ogilvy PR, Ogilvy Media & Neo@Ogilvy, along with the brand’s main stream ad agency, Phoenix Ogilvy.