Finweek English Edition - - Communication & Technology - POLOKO MO­FO­KENG

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.

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