Kenyan filmmaker Amirah Tajdin directs Galaxy pledge to cocoa communities

In ‘Your Pleasure Has Promise,’ viewers hear uplifting anecdotes about various women and the positive impact they have on their communities. Creative agency BBDO worked on the project alongside acclaimed Kenyan filmmaker Amirah Tajdin.

With consumers knowing that actions speak louder than words, Galaxy has partnered with leading NGOs, including humanitarian agency Care International, to deliver and scale up programs of work that make a meaningful difference in people’s lives.

These initiatives include the Women for Change Village Savings and Loans Associations model, which was set up by Mars and Care to help socially and economically empower women in cocoa-growing communities.

Tiana Conley, global portfolio strategy at Mars Wrigley told The Drum: "We’re so proud to introduce a new purpose for our iconic Dove Galaxy brand that’s backed by an ambitious commitment to help a million people thrive by 2030.

“This pledge represents not a moment, but a movement. We’re excited to be a part of inspiring, uplifting, and helping people to be at their very best. Our new global campaign is designed to amplify those efforts and features authentic and empowering stories from women around the world that are rooted in hope and an acknowledgment that when women thrive, communities are enriched. We are reimagining what it means to have a meaningful impact in the world.”

The campaign airs in China and the UK on March 16 across broadcast, digital and social, followed by the US in the second half of the year.

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