Olam Grains’ celebration of International Women’s Day (iWD) 2020

The Situation
International Women’s Day (IWD) marked annually on March 8th, is a global day celebrating the social, economic, cultural, and political achievements of women.

The Brief
Agency was tasked to develop a PR Plan for the observance.

Our Response
We propose a two-pronged strategy that had internal and external legs/ communications for the observance. The strategy was hinged on mentoring the girl child on the importance of education, self-confidence, determination, tenacity, perseverance, and the significance of gender equality.

Media Outputs
We had 25 media mentions across print and online platforms including; Thisday, Daily Sun, Nigerian Tribune, Bizwatchnigeria, Business Traffic, etc.

Outcomes
For the very first time, CFM marked the observance with an initiative that impacted the lives of the young girls who attended the event. The mentoring session was an unforgettable experience that left an indelible mark on the girls. Plus, the media leveraging/ coverage for the observance was more impactful than was recorded in previous years. The positive sentiment that greeted the media output, entrenched CFM in the mind of the public as a business that prioritizes gender equality.

Results
Total PR Value for the coverage garnered for the initiative was N7.5m (At no cost to Olam).