Every year in October, the U.S. turns pink. Cameras, websites, groceries and more all shed their standard colours in support of breast cancer awareness.
Struck by the strength of American campaigns like the National Breast Cancer Awareness Month and (RED), a campaign to fight AIDS in Africa, Ana Arizabaleta of streetfootballworld network member Colombianitos realised that nothing of its kind had happened yet in Colombia.
Days after she pitched the idea in a meeting, the organisation’s president was on a flight to Colombia armed with a pink can of Campbell’s soup and appointments with some of the country’s biggest companies. One year later, Productos Colombianitos hit the shelves.
A new look
The principle was simple: for one month, companies would feature the Colombianitos logo—a drawing of three children in Colombia’s national colours—on their products and donate either a percentage of the proceeds from the sale of those products or a fixed amount to the organisation.
In return, they would reap the benefits of an extended PR campaign featuring Colombianitos president Angela Patricia Janiot, an award-winning Colombian journalist and beloved public figure. They would also be associated with a strong, reputable organisation that was creating a better future for young Colombians.
Gaining momentum
Postobon, the country’s largest soft drink company, immediately embraced the idea and was the first to sign on. Kimberly-Clark, already a sponsor of Colombianitos, followed soon after. With a precedent established, other businesses were quick to follow. A long list of grocery stores agreed to situate Colombianitos-branded products centrally on their premises.
“There was no money for advertising,” remembers Ms. Arizabaleta. “So we built a big PR campaign. Our president appeared in all the major media in Colombia, doing interviews and telling people to buy the products.
“The outcome from April 2008 was amazing for us,” she continues. “The first year brought in $200,000, which was well beyond our expectations. But it’s been a learning experience.” The second year of the campaign, this time held in August, brought in another $200,000—another great result, but Colombianitos has its sights set on something bigger.
Becoming a household name
The feedback Colombianitos has collected from its corporate partners has provided the organisation with a clear orientation. Companies value their relationship with an established not-for-profit organisation and its famous president, but they want even more exposure.
With the foundations firmly in place, the organisation aims to make Productos Colombianitos a household name with nationwide recognition. As the only campaign of its kind in the country, there is no competition for attention and expansion is well within reach.
Plans for growth
To grow the campaign, time is of the essence; preparation for the summer of 2010 was already underway as the 2009 campaign ended. “You need to plan ahead, to know who you want to talk to and provide them with something really appealing,” Ms. Arizabaleta notes. “Time is crucial. For example, to get media to support us, we need to approach them months beforehand to get space in publications. Otherwise we’d miss exposure and impact.”
With an eye on ubiquity, Colombianitos is working on broadening its partner base, talking to the fashion industry to bring the brand beyond grocery store shelves. It is also looking into the impact the Colombianitos logo has on sales figures and receiving pro bono consulting from an advertising firm on how to make the branding and image as strong as possible.
With each weekly meeting, the excitement—and the workload—grows. Ms. Arizabaleta and her colleagues remain undaunted, however: “I think it’s a powerful thing and we can make it a really successful campaign. I wholeheartedly believe in what we’re doing.”
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