The Primark CSR team’s ambition was to encourage and empower their Associates to better engage with their local communities through small, charitable partnerships.
Owens DDB’s role was to provide the strategic platform for the program. We helped define “Step Up”, from naming concepts through to identity development, and finally by building a suite of collateral and tools for simple activation in-store.
Sensibly, the plan was to commence community engagement at a modest and local level, encouraging Associates to identify an appropriate local charity partner. Then, through financial support and Associate-volunteering, to establish and nurture a meaningful and sustainable relationship with diverse local charities.
The benefit for Primark is twofold. “Step Up” creates opportunities for real local community engagement, while also empowering and energising Associates who can see the positive social difference their personal commitment and effort can deliver close to home.
Owens DDB worked with Primark to localise support collateral and content designed to help over 70,000 Primark Associates in 12 countries select and support a diverse range of charity partners in their local communities.
