Body Shop/NatGeo launch joint initiative

The Body Shop and National Geographic Channel Asia have jointly launched a regional public service campaign to raise environmental awareness. Targeting young people in Singapore, Malaysia, Indonesia, Thailand and Taiwan, the campaign is entitled "Save Our World - You Can Make A Difference" and will run for up to two months. Aiming to drive public action to reduce, reuse and recycle (the 3Rs), the campaign integrates individual pledges, recycling initiatives, educational workshops and media promotions. National Geographic Channel Asia pulled in Singapore-based educational portal IQmind.com to extend the conservation initiatives through cyberspace to students, parents and teachers. The Body Shop will be displaying the campaign posters, leaflets and pledges in its 133 store outlets located in Singapore, Malaysia, Indonesia, Thailand and Taiwan. "We are co-operating on a special plant-a-pledge exercise at the Body Shop's outlets, where individuals can make a personal pledge to practice the 3Rs and then plant their pledges in National Geographic Channel-branded planter boxes," said The Body Shop regional public affairs manager Grace Chang. Prizes will be granted for the best pledges. National Geographic Channel is also airing a 30-second public message jointly presented by the network and The Body Shop. "This project is enabling National Geographic Channel and the Body Shop to leverage on each others' brand values as well as resources," said Ms Deborah Armstrong, National Geographic sales and marketing VP. National Geographic is utilising its networks into schools, educational and environmental bodies to promote the 3Rs through recycling projects and individual pledges. In addition, a special workshop session will feature 17-year-old Mia Schmallenbach, a resident of Indonesia, who authored a book named 101 Ideas to Save Our World - Starting At Home.

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