The main focus of cooperation between Danone Deutschland GmbH and SOS Children’s Villages in 2009 was aimed at supporting SOS medical centers in Africa. This support was achieved through a campaign centered on sales of “Actimel,“ a milk-mix beverage.
The campaign took place from March until April 2009; in this time, donations were to be collected sufficient to provide some 250,000 children in Africa with medicine, inoculations and sound basic medical care.
Désirée Nosbusch, a well-known actress and a sponsor of SOS Children’s Villages for many years, became involved as the primary spokesperson for the campaign “Health for Children in Africa.”
In addition, numerous advertisements and promotional articles were run in various magazines.
At the end of the campaign, gratitude was communicated via documentation of the results; the consumers were thanked for their support via messages on the product packaging.
The dedicated campaign website provided comprehensive information about the action, as well as about sponsor Désirée Nosbusch, about the country of Uganda and about the involvement of SOS Children’s Villages in Uganda.
Images for computer desktop backgrounds and a screensaver were available for download. There was a choice of five different motifs with which to send an e-card. Under the item “message in a bottle”, virtual greetings were dropped over a map. These messages could then be activated and read on the website.
There were links to the website of SOS Children’s Villages International, so that site visitors could inform themselves directly regarding the work of SOS Children’s Villages International; site visitors could also get information on how to become sponsors or to donate directly to SOS.