ICA and Childhood Foundation

How can a food store chain support Childhood foundation? Every year ICA focus on one special aid arganization and this Christmas it was Childhood Foundation. A part of the revenues from selling on of ICAs own labels was given to their work for children in need. We discovered that very few knew anything about the organization and I got an idea to spread the word in the channel that are one of ICAs strongest: TV. We started an competition for independent filmmakers and

students to create a film that described Childhood Foundation. All our customers could participate and vote for the best film and the first price was to show the film on prime time. So we used both the viral power and the activatiing part and

involving. And the most important, we spread the word about what they do and struck vistor record!