To raise further awareness and funds for its Bio-Bridges project, The Body Shop has launched a social media campaign this summer, featuring Reggie the endangered Red-shanked Douc monkey.
The Bio-Bridges project, in conjunction with World Land Trust aims to connect rare species by linking habitats of biodiversity and enabling local communities to live sustainably. Its target is to restore 14.5 million square metres of rainforest in Khe Nuoc Trong, Vietnam this summer, and 75 million square metres of forest Bio-Bridges by 2020. Under the project, every purchase made in a Body Shop store or online results in the restoration of one square metre of rainforest.
This summer, customers who make a purchase are also being asked to share it on social media with the hashtag #findreggielove to further drive awareness.
In a Canadian trial, Reggie has also been given his own Tinder profile this summer, which pops up when females aged between 18-35 in Toronto and Vancouver use the app, giving them the opportunity to find out more about the Bio-Bridges programme as well as a discount on a purchase.
— The Body Shop Canada (@TheBodyShopCA) July 7, 2016
Toby Milton, general manager of The Body Shop Canada said:
“The Tinder campaign is a fun way to reach a new audience and create awareness among Canadians about our global sustainability initiatives and show customers how they can get involved.”
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