IBL’s BrandActiv gives 40000 BIC pens to ZEP schools & NGOs in education boost
Left to right: Mauritius Minister of Social Integration and Economic Empowerment, Surendra Dayal; Danielle Sophie-Cango of ‘Ecole Alphabetisation de Fatima’; and Jean Michel Rouillard, General Manager, BrandActiv at the ceremony to donate pens. (Image: Cecilia Samoisi)
BrandActiv will be donating some 40,000 BIC pens to Zone d’education Prioritaires (ZEP) schools, NGOs (Non-Governmental Organizations) and pupils of primary schools in Rodrigues, under its campaign ‘Buy me and BIC will donate a pen.’
The overwhelming response of Mauritian consumers has resulted in the donation of 40,000 BIC pens across the spectrum – to students of ZEP, 3,500 pupils of primary schools in Rodrigues, as well as to NGOs working for children in difficult circumstances.
Accordingly, the IBL group company organised a meeting with representatives of ZEP schools, NGOs, IBL Foundation, as well as Social Integration Minister Surendra Dayal, to proceed with the symbolic donation of pens.
The NGOs and associations present for the ceremony were: Association de Parents d’Enfants Inadaptés de l’Ile Maurice (APEIM), Adolescent Non Formal Education Network (ANFEN), Emmanuel Anquetil Government School, H. Ramnarain Government School, Curepipe Starlights Sports Club, IBL Foundation, École Alphabétisation de Fatima, and Association des Parents d´Enfants aux Besoins Speciaux (APEBS).
Jean Michel Rouillard, General Manager at BrandActiv, noted that it is essential for every child to not only have access to education, but also learn in the most favourable conditions.
“BrandActiv, through its CSR activities, is always sensitive to the harsh reality of certain sections on the island. We are aware that not all children necessarily have access to essential study materials to go to class, and, leave alone education, some unprivileged children do not even have enough to eat,” he added.
Aware of difficulties persisting in the educational path of needy students, the company decided to initiate an activity on a larger scale, from where the idea for the campaign ‘Buy me and BIC will donate a pen’ gained ground, according to Jean Michel Rouillard.
BrandActiv was inspired for this initiative by a similar campaign ‘Choose BIC and Change a Future’ that was launched in 2012 in South Africa.
“Our purpose is not only to help needy pupils, but also to raise awareness in consumers and parents to encourage them to participate in projects such as this one and give a hand to those who are in urgent need,” stated Jean Michel Rouillard.
Since 1960, the year the IBL group started distributing its products in Mauritius, the logo of BIC is accompanied by a pupil with a ball-shaped head, and this is a crucial link that the brand has strengthened over the years with several campaigns to contribute to the cause of ‘education for all.’
As for Minister Suren Dayal, offering 40,000 pens to vulnerable children of the island is a highly symbolic gesture by the company.
“We eagerly participated in this initiative, which, on one hand, reflects the vision of the Prime Minister and the government, and on the other hand, fulfils the mission of my ministry to invest in education,” he commented.
Ragoo Seewajee, Director at Emmanuel Anquetil Government School, expressed gratitude towards the company for this donation as it is a great helping hand for the pupils of the school who hail from deprived families.
Also, he concluded on the hope that this campaign would inspire other private sector companies to follow in BrandActiv’s footsteps.
- By Marie-Lorry Coret and Cecilia Samoisi
Launched in 2011, BrandActiv is the result of a merger of IBL Consumer Goods and IBL Frozen Foods.
BrandActiv aims to be the preferred supplier of branded consumer products, by providing Mauritian households with top international and local brands.
Started in 1950, the brand BIC proposes quality products grouped in three main categories: stationery items, lighters and razors.
BIC Cristal, the first ball-point pen launched on the market by BIC, is one of the flagship products of the company.