Artwork for Education Draws Chinese Shoppers: Boston’s Worldwise Education Inks Major Deal with Retail Giant Buynow

Share Article

Boston-based Worldwise Education™ has signed an agreement with Buynow Corporation—China’s largest chain of shopping malls that feature electronics—to market a cash and merchandise giveaway that will benefit art programs for Chinese schoolchildren.

Charles Paul understands first-hand the far-reaching impact of student artwork. The co-founder and CEO of Boston-based Worldwise Education™ (WE) has signed an agreement with Buynow Corporation—China’s largest chain of shopping malls that feature electronics—to market a cash and merchandise giveaway that will benefit art programs for Chinese schoolchildren.

The “Lucky You–Lucky Kids!” promotion combines the tremendous buying power of China’s technologically savvy consumers with a sustainable enterprise that benefits Chinese art and tradition. The strategy is simple: as shoppers enter the huge Buynow mall—which includes merchants such as Sony, Samsung, HP, Apple and Canon—colorful displays invite them to purchase a low-cost (about USD$1.20) greeting card that includes a chance to win both cash and store merchandise. Each “chance” is packaged in a bright red envelope that includes an entry coupon and a colorful greeting card that showcases the artwork of a Chinese elementary school student. Every week the names of four contest winners are announced on Buynow’s large in-store display and via a special page on their website. Winners receive the equivalent of USD$200 in both cash and store credit. WE, in turn, pays a royalty from the greeting card sales to the schools and organizations who furnish the artwork, supplying them with greatly needed program funds.

Supporting education is business as usual for WE, one of a new breed of for-profit companies with a socially responsible mission. The agreement with Buynow is part of WE’s Artwork for Education™ initiative, in which the company creates custom greeting cards that showcase schoolchildren’s artwork. The program, which promotes the arts and builds self-esteem, has become a popular fundraiser in schools across U.S. and is winning praise from parent-teacher organizations.

“Artwork for Education is a win-win-win undertaking for students, schools and consumers,” said Paul, who assembled his WE team in 2003. “This program puts Buynow on the leading edge of cause-related marketing in China. Their commitment to helping students succeed in the classroom mirrors our own mission, and we applaud them for their foresight.”

About Worldwise Education

Worldwise Education, Inc. (WE) is a privately held for-profit corporation whose mission is to provide schoolchildren everywhere with equal access to learning opportunities by supplying schools, teachers and students with educational materials and resources that are in critical need. For more information, contact Charles Paul, CEO, Worldwise Education, Inc., 33 Broad Street, 8th Floor, Boston, MA 02109, (617) 372-9800, Fax (617) 372-9810, website http://www.WorldwiseEd.com.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Peter Terhorst