IN PARTNERSHIP WITH
Fighting Global Malnutrition with the
1% for Global Good Program
- Created by Kind Marketing
Since 1994, Rainbow Light has donated over 69 million prenatal tablets worldwide, reaching an estimated 100,000 women, including programs in Haiti, Ivory Coast, Guatemala, Peru, Dominican Republic, Philippines and Kenya. As our Prenatal One™ has become the best-selling natural prenatal supplement, donations have grown as well to over 4 million annually.
In an effort to make ongoing contributions in the area of maternal health that Vitamin Angels could count on for the long-term, Rainbow Light worked in concert with Vitamin Angels to support an innovative, high-impact global aid program to fight malnutrition and improve maternal and infant survival rates in impoverished communities.
We tied our donations to sales of Prenatal One, and have seen exponential increases in annual donations as sales continue to grow. Our model for corporate giving is scalable, successful, and has since inspired numerous corporate sponsors. In 2011, we expanded our program to include children’s health, putting in place an ongoing donation program for our Kids’ One™
multivitamin, currently reaching children in Dominican Republic, Mexico and Ethiopia. We hear from our partners at Vitamin Angels about the “chubby babies” they see on distribution trips to villages where women and children were previously suffering from malnutrition and have now received prenatal and children’s multivitamins to supplement their daily diets.
In 2016, Rainbow Light introduced the 1% for Global Good program which Kind Marketing (formerly Spin66 Studio) created, inspiring reinvention of their vitamin donations to women and children in need. It was based on The Copenhagen Consensus, a standard for impacting physical, economic, and environmental well-being through nutrition.
The program pledges to donate 1% of all product sales in the form of multivitamins for women and children in food-insecure regions around the world. With this new program, contributions to Vitamin Angels will more than double going forward.
PROJECT
Brand strategy and development, B-B strategy and channel programs development, consumer marketing programs, in-store programs and merchandising, and ad creation for for well-known, national supplement brand, Rainbow Light.
RESULTS
We created a significant amount of B-B and consumer awareness, improved sales, successfully started and led their first channel specific marketing programs and shopper experience programs. Created a number of CSR and triple bottom line processes and programs still running today.
"I was given the amazing opportunity to work with Charlene and the team at Kind Marketing and was wowed on a regular basis. They had too many accomplishments and success for one recommendation."Jim Ford, President SalesMORE PROJECTS