» A MANUAL FOR MOMS
WHEN SUPERMARKET CHAIN Pick n Pay re-branded itself, Media Oncourse’s MD Philippa Robertson Smith saw an opportunity she grasped with both hands. She asked Pick n Pay to partner her in producing a manual for mothers – Mighty Mom – in keeping with the chain’s “Inspired by you” slogan.
Based on her experiences as a single mother with more questions than answers, the 527-page annual guidebook offers information on health, finance, legal matters and much more. Aimed at the more affluent end of the socio-economic spectrum, the R145 volume is distributed through members of the Pick n Pay school club, the group’s home shopping site and in-store pharmacies, using point of sale techniques. Mighty Mom also has a website and will be hosting seminars and other programmes.
Louise Churches, of PR agency Glass Slipper Communications, says the aim is to include disadvantaged schools in fundraising from next year. It will take place as part of Pick n Pay’s social responsibility educational campaign, which has yet to roll out.
Robertson Smith feels reaching limited schools will not be fully exploring the manual’s role. It’s aimed at assisting women to fulfil their needs “when they feel they have nowhere to turn” and hopes to have it in other languages in future.