Parmalat SA has taken a fresh approach to promote the goodness of Bonnita Long Life Milk. Named Amandla Nempilo, the innovative new campaign takes the form of a widespread and long lasting community project in the Eastern Cape. The greater programme covers schools, consumers and wholesalers. The public relations requirements for the campaign are being handled by Cape Town-based agency, Errieda du Toit PR. This three pronged campaign aims at building community awareness to strengthen the community and promote social responsibility. Ayanda Mqingwana, product manager: everyday milk at Parmalat says, “ In addition to providing valuable information on healthy living, the campaign’s competition legs have been structured in a way to make entering easy, with prizes that are meaningful to the communities”. Schools: ‘Amandla Nempilo Foundation’ The first part of the campaign is the schools sports programme, ‘Amandla Nempilo Foundation’. The focus is on health and team sport, with the winning schools each receiving a netball or soccer sports kit, depending on which the school prefers. Included in the initiative is a health presentation that the learners will participate in. A total of 5 000 schools will be reached in the Eastern Cape. The competition is open to junior and secondary schools. To qualify, schools will have to collect 200 empty Bonnita Long Life Milk boxes, as well as completing an entry form motivating why they should be chosen to become part of The Amandla Nempilo Foundation. The competition started in March 2007 and concludes in November 2007. Consumers: ‘Money or Amandla in the Box’ The second part of Amandla Nempilo is aimed at consumers with the “Money or Amandla in the Box” game show. Entry forms will be distributed by a Bonnita branded vehicle paired with a trailer carrying a life size cow replica, as well as via sms, radio and on Bonnita Long life milk packs. To attend the game show, a long life milk pack needs to be presented. During the game show participants choose between money or amandla to reveal cash or a prize. Prizes in this competition include air time units, lanyards, t-shirts and carry bags. The grand prize is Bonnita Long Life milk for a year or the opportunity to win a milk cow. This unique prize will provide the winner with milk as well as an asset. This competition kicked off in March. Wholesalers The third part is aimed at wholesalers with a grand prize of a secure storage container. A series of other prizes can be won, which include Bonnita branded stationery and clothing, as well as stock of Long Life Milk. To enter this competition, wholesalers need to provide 10 outers of Bonnita Long Life Milk or proof of purchase thereof. This competition started in February 2007 and will continue till November. For further details, contact [email protected].