[Heat Advertising press release, Bucharest, June 23rd 2004]
The "Books for Schools" Program was officially launched on June 23rd through a press conference organized at Central University Library, at the initiative of SC Johnson WAX (SCJ), with the support of the Ministry of Education and Research. To celebrate it’s 10 year anniversary on the Romanian market, the company will donate 1.000 lei for each of 1million Johnson products sold during the month of July 2004. The funds thus gathered, 1 billion lei, will be used to purchase 15.000 books which will be donated to schools’ libraries throughout the country./p>
The books gather titles from the mandatory bibliography and will be donated to a number of 100 schools selected from Brasov, Pitesti, Sibiu, Targu Mures, Timisoara, Arad, Craiova, Iasi, Suceava, Bacau, Cluj, Constanta, Braila, Galati and Bucharest.
This praiseworthy initiative is part of the company’s ample Social Responsibility Program, along projects such as: sponsorship of the Bucharest Botanical Garden, planting 80 trees on the Dambovita quay, supporting the Aurora orphanage. The whole campaign revolves around the company’s credo and mission, that of being a good ‘neighbor’ and strictly respecting the social inheritance bestowed by the founders of this organization. These profoundly humane values are at the core of any successful endeavor: trust, respect and good deeds.
Heat Advertising was selected for this project that blends with the agency’s mission of continuously developing programs that respect the SCJ values, as well as the permanent strive to bring innovation these projects. The Heat field marketing team coordinated the selection procedures and process for the schools from the 15 Romanian cities, and will further on ensure the book distribution process in the second phase of the program (August/September 2004).
Cornel Latis, Heat General Manager: " I invite all of our partners to contribute to the success of the "Books for Schools" project, simply by buying in July if only one of the well known SCJ products participating to this campaign, products that are part of our daily life, improving, day by day, our life standard. More products bought during this campaign will mean more books on the school desks of our children."