Chocolate brand, Galaxy, has announced a commitment to help one million people in cocoa growing communities thrive by 2030 through focussing on women empowerment.
To mark the news, brand ower Mars has introduced a global campaign featuring authentic and empowering stories from women around the world and the positive impact they have on their communities.
The new campaign, which will initially air in China and Britain and then launch in North America, the Middle East and India later this year, is rooted in hope and an acknowledgement that when women thrive – communities are enriched.
In recognition that actions speak louder than words, the brand has partnered with leading NGOs, including CARE International, to deliver and scale up programmes of work that make a meaningful difference in people’s lives, such as the Women for Change Village Savings and Loans Associations (VSLA) model, set up in collaboration between Mars and CARE. The model has helped women like Rodiasse, whose story of building a juice-making enterprise is highlighted in the new Dove Galaxy campaign.
“At Dove Galaxy, we’re committed to creating a world where our chocolate does as good as it tastes,” said Tiana Conley, Global Portfolio Strategy, Mars Wrigley. “It’s what our consumers expect of us, and what we demand of ourselves. Which is why I’m so proud of our ambitious new pledge to help one million people thrive by 2030. A commitment, driven by our belief at Mars that brands should be a force for good, which we hope will create a lasting legacy.”
The creative, led by advertising agency BBDO, introduces a new brand platform of ‘Your Pleasure Has Promise.’ It was directed by acclaimed Kenyan filmmaker, Amirah Tajdin, an award-winning director who championed women of colour throughout her storied career. Her influence is evident in the new campaign spot, which features uplifting stories from women like Brittany, who was supported by a Galaxy project to instill mathematic confidence through mentorship and tutoring of young black girls.