Dove Galaxy embarks on global empowering women in cocoa campaign
The Mars-owned Dove Galaxy chocolate brand has unveiled plans for a major campaign targeting one million people through measures designed to empower women in core cocoa growing communities, reports Neill Barston.
As the company explained, its latest initiative aims to support families in a number of global locations, including core West African countries that remain at the heart of the industry’s supply chains.
The company’s latest pledge is based on helping communities thrive by a target date of 2030, backed by a series of stories of women from around the world who are making a difference in their own regions, being aired in the UK and China initially, before a global rollout.
It comes in the wake of previous campaigns from Mars, including its cocoa sustainability drive – which has cited a target date of 2025 for achieving 100% fully traceable crop supplies for the sector, which last autumn it confirm was on track to attain from a present level of just over 60%.
As the business noted, ‘actions speak louder than words’ on any campaigns, which has let it partner with NGO’, including Care International to secure and scale-up meaningful programmes of work.
To date, this includes the Women for Change Village Savings and Loans Associations (VSLA) model, which it noted had been set up to help socially and economically empower women in cocoa growing communities. 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 BBDO led creative, which introduces a new brand platform of ‘Your Pleasure Has Promise,’ was directed by acclaimed Kenyan filmmaker, Amirah Tajdin, an award-winning director who championed women of color 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 Dove Galaxy project to instill mathematic confidence through mentorship and tutoring of young Black girls.