Avon Case Study

759 Words 4 Pages
Avon is committed to raise awareness about certain issues connected to women and help to fight against these problems in various ways. I would like to take a look at what social problems are they concerned about and why it is important in shaping the image of the company. Schewe says that “creating awareness is the first goal of promotion,” and that it is necessary because interest is triggered by awareness; which are followed by desire and action (Schewe 1987, 494). There are two main concerns Avon is trying to suppress: breast cancer and domestic violence. Being dedicated to terminate or at least to lessen the scale of these problems, they support various organizations, institutions, research, helping and education programs globally. When …show more content…
Its main aim is the extermination of the disease, but it is also concerned with making developments in prevention and treatment. One way of raising money is by selling special products to consumers intending to support the issue (“The Avon Breast Cancer Crusade”). By buying these goods which are mainly jewellery and clothing, people become conscious about the fact that the company is seriously concerned with the issue. Schewe says that despite the fact that information is mostly communicated through words, images and symbols also have a huge part in expressing a message (Schewe 1987, 483). This is why wearing these items is a good way of advertising the company and its concern about such …show more content…
On the company’s website information is provided on how the company helped in poor areas. Help in access to screening is provided to those who are otherwise not able to afford it or just do not have easy access to the examination. For example, in Brazil Avon helped to erect breast cancer centers in rural areas, in Argentina they provided free screenings in a “mobile mammography unit,” and many hospitals received valuable equipment in Bulgaria. Support is also provided to those diagnosed with the disease, for example, in the U.S., a Patient Navigation Program works, and in Latvia by phoning a hotline they can gain valuable knowledge about the disease and can receive psychological assistance (“Avon Breast Cancer Impact: Access”). According to Józsa, usually the donator remains unknown to the general public (Józsa 2005, 353). In contrast, in public relations “it is not enough to act in the public interest, you must also inform people of the fact” (Nickels 1987, 298). Avon follows this rule because the organizations and institutions that received donation from Avon are listed on the company’s website (“Grants

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