City girls on the move to save the forest and elephants
With the brand core value that emphasizes the use of natural ingredients and a ban on animal testing, The Body Shop is an ideal partner to WWF. In 2013, The Body Shop decided to partner with WWF in cause-related marketing and staff engagement activities to do good beyond just their products and save elephants, their habitats, and the environment.The Body Shop partnered with WWF Thailand in supporting the local elephant conservation project, combating illegal poaching and planting trees in Kuiburi National Park.
“I saw a lot of news about wild elephants. Their habitat is being invaded, making it very difficult for them to survive. That’s why we partnered with WWF-Thailand and participated in the elephant conservation project in Kuiburi. This project was initiated by a royal decree from His Majesty in order to help resolve the tense situation between humans and elephant. It’s a great program that helps the local villagers to peacefully coexist with elephants. Because their habitat is decreasing, elephants have nothing to eat and are forced to eat the crops that the villagers are growing for their livelihood. In the past, the villagers understandably harmed the elephants to drive them away but this program has been able to solve these problems. It’s a win-win situation. For Body Shop it was a natural fit to do good beyond our products,” said Khun Narumol Chunhakorn. Managing Director of The Body Shop (Thailand).
The Body Shop supported this project by donating 50 Baht from the sales of Cruelty-free Makeup collection by Leona Lewis between March 2013 and January 31st 2014. “The cause-related marketing campaign was a good opportunity for us to raise awareness to our customer base about the pledge of natural wildlife in Thailand. And in the future, do their part for helping saving our natural environment. We chose WWF since it is a global brand well-known for their impactful conservation projects”, added Khun Narumol. The project continues to evolve and improve development and conservation efforts for a sustainable habitat for wild elephants in the Kuiburi National Park area.
The Body Shop employees also visited the national park to build an artificial reservoir in order to provide the elephants and other wild animals with a nutrient-rich food and water supply. “We wanted our employees to participate and see the importance of the various projects that the company is engaged in before it came to the attention of the public and the media. That’s why all our employees participated under the blazing sun in 40 degree heat. The feedback, however, was fantastic. Everyone participated, and at the end, it was just great,” said Khun Narumol.
In addition; Khun Nakorn Amornwatpong, WWF-Thailand Marketing Manager said, “The cause-related marketing campaign helps drawing peoples’ attention towards conservation work as well as reminding about the Body Shop efforts and willingness to do good for animals and the environment. ”