Iconic stationery brand BIC has partnered with Mpumelelo Mhlongo in their new initiative “Together We Can Write the Future”.
Paralympian Mpumelelo’s inspirational story is a perfect metaphor that showcases how individual efforts, the right environment, and the relevant resources can create a hero – despite challenging circumstances.
Lilian Henderson, Director of Marketing Southern and East Africa at BIC, said: “Mhlongo’s story is inspiring. It is a reason to believe that you can thrive in any environment if the right resources are attainable. As a brand committed to education, we believe that change starts with ‘one’. An individual that believes in you, a teacher that supports you, an organization that funds you, a parent that encourages you. Our nation-wide initiative Buy a Pen Donate a Pen and our partnership with Mhlongo are a testament to that.”
Commenting on the partnership, Mhlongo said: “As a South African child who needed a cheerleader, I understand the difference that the support of a community can make. Someone took a chance on me and that completely changed the course of my life. My partnership embodies my experience. I would love to be for our children today, the person I needed to have as a child, and I am touched to collaborate with brands that understand the meaning of that to the future of our society. I look forward to this collaboration and to visiting students at the various school activations led by BIC.”
Client: BIC Lillian Henderson Amy Whittam
Production: Shaun James Film
Agency: Mike Sharman, Pippa Misplon