Saatchi & Saatchi New Zealand has been working with ‘Child Labor Free’ (CLF) since August last year, providing business consultancy, branding and communications strategy. CLF, a new social enterprise, is establishing the world’s first global accreditation system that launched in Auckland yesterday to allow companies across all product categories to have their supply chains independently certified as ‘Child Labor Free’. Qualifying businesses will be able to display a mark of certification, communicating where their brand is on the journey to becoming child labor free. While other marks exist in the world for certain regions or categories – this will be the only global system that will run across all industries.
Michelle Pratt, CEO and Founder of CLF said: “Because no accreditation system for child labor has ever existed before, we needed to find a partner who would support the innovative approach required to help us bring this new concept to life. We decided to work with Saatchi & Saatchi, because they are people who are passionate about creating real social change and showed us they could go beyond traditional ‘advertising’ solutions. As we are creating a global mark, we also needed a partner who could provide knowledge of global markets.”
Nikki Prendergast, Director and Founder of CLF said: “We had a vision and an end game, what we needed help with was the strategic direction to get us there. After meeting with several potential agencies, it was clear that Saatchi & Saatchi was the right partner for us. We’ve been on an incredible journey together so far and we’re looking forward to moving into the next phase later in the year.”
CEO of Saatchi & Saatchi New Zealand, Nicky Bell said: “Nikki and Michelle’s entrepreneurial vision, tenacity and innovative approach to this hugely complex issue is something we greatly admire. As Nikki has said, ‘Once you learn about the extent of this issue, you can’t unlearn it’. We are passionate about helping them drive this kind of change in the world. The work we do with them is a great example of the kind of truly collaborative partnerships this agency thrives on. ”
The agency will continue working closely with CLF in the lead up to consumer facing activity, happening around a partnership between New Zealand Fashion Week and CLF, in August. More information on ‘Child Labor Free’ is available at www.childlaborfree.com.