Nicole, a colleague at BBH Singapore, shared this fantastic piece of activity yesterday:
[image © Gunther Gamper, used with thanks]
It’s an initiative for the Fondation pour l’alphabétisation – an NGO that aims to promote higher levels of literacy amongst the French-speaking population in Canada.
The fundamental premise is very simple: by ‘buying’ words – either from vending machines like the one in the picture above, or from the “words depot” website – people can make donations to the Foundation that will fund literacy programs for the 800,000 Québécois who are hindered by low levels of literacy.
[screen grab of the motsdepot website]
I particularly admire the facility to buy the words in your Facebook status update for 10¢ each, which the site then posts to your Facebook page with a link back to the initiative:
Developed by Montréal-based agency Bleublancrouge, it’s a beautifully simple, yet incredibly powerful way to make giving to charity more personal and resonant.
As the Foundation’s overview says,
“Imaginez tout le plaisir qu’il peut y avoir à posséder un mot qui nous plaît ou auquel nous nous identifions. Car tout est possible lorsque nous achetons un mot. Avec un peu d’imagination, ce n’est plus « royaume » que nous achetons, mais un royaume. Ce n’est pas « amour » que nous offrons, mais de l’amour. Alors, redonnons aux gens leur attachement aux mots, redonnons-leur le plaisir de jouer avec ceux-ci.”
Loosely translated, this means:
“Imagine the great joy of owning a word you like, or with which you identify. Everything is possible when you buy a word. With a bit of imagination, you’re not just buying “kingdom”, but a kingdom. It’s not just “love” you’re buying, but love you’re giving. So let’s help people rebuild a relationship with words; let’s help them enjoy the pleasure of playing with them again.”
By taking the benefit beyond simply relieving people’s conscience, this activity makes donating fun.
CSR at its best.