This document proposes a charity campaign for the lingerie brand Milavitsa to help popularize charity in Belarus and CIS countries. Key elements include: 1) Developing a measuring tape product that doubles as a donation collection tool, with the amount donated shown in centimeters to demonstrate impact. 2) An unusual heart-shaped packaging that is easy to open and encourages consumers to donate $2 to save children's lives. 3) A real-time display showing donations increasing live to emphasize that small contributions achieve great goals. 4) The campaign aims to strengthen customer loyalty to Milavitsa and support ongoing charity for UNIHELP by linking fashion and charity.

1. t“Real beauty is measured in
the number of saved lives”

2. Company profile Target audience:
Women from the CIS
countries aged 25–35 years,
the average level of income +
above an average, rational
consumer.
o Milavitsa is one of the largest lingerie producers in
Eastern Europe;
o Milavitsa is a Belarus-based company with a network of
more than 670 retail shops in 25 countries;
o Milavitsa holds 64% of the Belarusian lingerie market;
o Milavitsa has a long history of 50 years;
o Milavitsa offers a product portfolio that includes bras,
pants, shapewear, knitwear and swimwear.
Milavitsa‘s motto is “Create and Excite”
Our goal is… to inspire women to charity.

3. Background of the problem
• Charity is not so popular in Belarus and the CIS countries as in the European
or American region. It’s not part of the ‘Belarussian DNA code’. People do
not talk about charity at schools, universities, workplace or home.
• People do not understand what amount of money is enough for charity.
They do not understand the cash flow of their help.
• Donating is not stylish in Belarus.

4. Insights
The cornerstone of the brand is woman
• Neither lingerie, nor charity should be displayed and boasted of;
• Women give life. So does charity. Women tend to give more to
charity;
• Customers get self-confidence buying beautiful lingerie.
Сontributing to charity customers get confidence in better future.

5. Solution Measuring tape
An actual product needed to select the lingerie ideally fitting a
woman. Breaks beauty standards as it gives a woman
self-confidence and helps to share the confidence with needy
children.
Unusual packing
Еasy to open, even easier to donate 2$ to rescue lives.
On the one hand, it serves as a measuring tape, on the
other hand, it shows the number of saved lives.
1285 cm
donated
Realtime Donating
A pop-up screen showing the collected amount of donations changing in real
time as donations arrive (the amount is measured in cm) to demonstrate that
a small contribution helps achieve the great goal.
Customers come in contact with the product in private, in a fitting room, in
the place where a woman stays alone with herself and her body, and her
sense of conscience.

6. Product
Package shape:
heart-shaped, figure-of-eight
shaped and flower-shaped.
Additional tapes for special events, suggesting consumers to share
experience with their friends, relatives, colleagues with the
additional discount value for main produced products.

7. Benefits
For UNIHELP
Collecting money for charity via
fashion. An on-going campaign
supported by the brand in the
CIS region.
For the company
Developing the corporate social
responsibility, strengthening
customer loyalty to the brand.
For customers
Talking to women about their urgent problems and offering them
an opportunity to feel more self-confident by joining the charity
campaign when contributing a small amount to save many lives.

8. KPIs
• 3 000 mentions in Internet (social + media);
• implemented tapes sales (200 000 measuring tapes sold within a month);
• brand loyalty growth.
Agency tasks:
• Branding (Product, packing, name);
• Campaign concept & Strategy;
• Channels: PR, Digital, BTL.