Since their inception into the market Daia’s tagline ‘Choose Daia, forget the rest!’ was all about turning the Daia detergent brand into the first choice of detergent for consumers everywhere. Daia has done well in terms of solidifying their presence as one of the top detergent brands in Malaysia. However, they’ve not invested any resource in Corporate Social Responsibility (CSR) initiatives. Hence, they were interested in starting a project in this area.
Due to the fact that the majority of Daia’s target audience are women, the Client were looking at CSR initiatives that were related to women. The CSR programme Daia had in mind was to advocate breastfeeding and throw their support behind mothers who chose to breastfeed. In partnership with The Breastfeeding Advocates Network (TBAN), Daia aimed to raise awareness on breastfeeding while showing social sensitivity to the case of mothers’ breastfeeding in public. To advocate this cause, Daia wanted to raise funds for BFriendly a fundraising initiative by TBAN.
The team was brought in to create a campaign which would meet Daia’s CSR objectives. Our challenge was to portray Daia as a champion for women’s breastfeeding rights but at the same time, create a campaign that was two-fold. The campaign would not only raise awareness on breastfeeding but also generate sales. To do this, we needed to send a strong supportive message that added value to the brand and keep Daia’s product USP in focus.
In order to meet the objectives of Daia’s CSR campaign, we struck on the idea of ‘A Brighter Choice’ as our main message. Breastfeeding has been touted as a healthier, more cost-effective alternative to formula milk. We felt this could be applied to the Daia brand as well with ‘brighter’ carrying two connotations for clean fabric and intelligence.
The next step was getting the public to be part of the fundraiser. People were generally sympathetic but most likely could not find the time or commitment to donate to a charity cause.
We realised then that simplicity was the key. Our campaign mechanics worked by automatically donating RM1 to BFriendly Malaysia for every purchase of Daia Laundry Detergent or Softener. Anyone could help the cause and show their support for breastfeeding mothers simply by purchasing Daia products.
We also aimed to launch a two-day event across two locations to spread the word further and engage customers on the ground. Through this, not only would we be able to raise awareness on breastfeeding, but also show Daia as a brand that cared about its main customers; women and mothers.