The Body Shop has long been known for publicizing various causes and issues.
The philosophy of promoting causes was established by its late founder, Anita Roddick, but continues today under its current owner, L'Oreal.
One in particular is an effort to fight the exploitation of children and teenagers through sex trafficking.
“We’re not experts on the issue, but we have an amazing communications platform,” said Shelley Simmons, director of brand communications and values for Body Shop operations in Canada, Mexico and the United States. The goal is “changing opinion, making things change, making a difference,” she added.
Urban billboards/posters with headlines like “Slavery Wasn’t Abolished in 1865” and “Drugs Guns Kids,” followed by “Sold on a street corner near you.” encourage readers to visit a Body Shop retail store or the company’s Web site to learn more about the initiative, and to donate.The NYT reports that a total of $1.5 million has been raised so far by the initiative in Canada, Mexico and the United States, Ms. Simmons said, of which more than $600,000 was donated by American shoppers and will be delivered to the Somaly Mam Foundation, which fights sex trafficking, and to a worldwide network of organizations and individuals that operates under the name ECPAT International, for End Child Prostitution, Child Pornography and Trafficking of Children for Sexual Purposes.
