To mark the centenary of International Women’s Day and to celebrate the achievements of women across the nation, Fairtrade confectionary company Divine Chocolate is joining up with ethical jewellers Ingle & Rhode to launch the first ever Divine Women Awards.
By launching these new awards Divine is associating itself with a key consumer group, females.
Celebrating women and naming them “Divine” is a clever way of increasing the confectionary brand’s relationship with female consumers, in turn increasing sales and interest in Divine products.
Divine Chocolate and Ingle & Rhode will be inviting public nominations in a search to find the most Divine Woman in the UK, between the 8th of March and 8th of April 2011.
They have enlisted the help of ethical-campaigner Livia Firth to help select a winner.
Divine have said:
“Everyday, women everywhere in the UK make real and lasting positive changes in their communities, yet they are so often taken for granted.
“Divine Women are those who have gone above and beyond the call of duty to make a difference in people’s lives and now it’s time to give them the recognition they deserve.”
Livia Firth, wife of Colin Firth, will be joining the judging panel to select the most ‘Divine Woman’ from a shortlist following an open public vote on the Divine facebook page http://apps.facebook.com/DivineWomenAwards.
Livia Firth said: “I’m constantly inspired by women and what they achieve for others through sheer passion, warmth and persistence.
“They deserve to be celebrated for the Divine people they are – and I look forward to some amazing nominations.”
The ultimate winner will be awarded a prize of a bespoke pendant worth over £1,000, made with Fairtrade and Fairmined 18 carat gold from ethical jewellers Ingle & Rhode.
By teaming up with a Fairtrade jewellers, Divine is keeping up its sustainable image while pushing itself as a fashionable, high end brand.
Livia Firth says her Divine Women would be: “The novelist Clare Sambrook, who launched the very successful campaign against child detention last year, Esme Peach, for working with Clare and for work on creating and running the EQUALs campaign, and Maya Foa, the wonderful campaigner for Reprieve.”
In order to nominate women for the awards people can log onto the Divine facebook page, watch the short film, and follow the instructions.
For more information click here to visit the Divine website.