havas Content printed form Havas - The Download - https://download.havas.com/posts/a-recipe-for-meaningfulness/
Agency Life

A Recipe for Meaningfulness

A Recipe for Meaningfulness

Sulaiman Beg

Sulaiman Beg

July 9, 2019

Havas Denmark’s Lars Møller on how “Bake for a Cause” became the country’s biggest annual event.

"Baking does something for us that's very important…It brings us together!"

“Bake for a Cause” (BFAC), the brainchild of Havas Denmark’s Communication Director Lars Møller, celebrates its 14th anniversary this October. What started as a way to help raise awareness for Danish humanitarian organization Børns Vilkår’s children’s helpline has been embraced by the entire country over the years. Møller shares what inspired him to start “Bake for a Cause” and his hopes to make it a global event.

 

Tell us a little about yourself. 

I am a man who believes that we—as creatives—have an obligation to make a positive change in society. I have created ideas and developed campaigns and projects that solve social challenges while creating prosperity for the businesses involved. 

I have worked for Havas for the last 11 years. I love working for an international agency, with colleagues from all over the world. Moreover, I’m thrilled to see that meaningfulness is at the heart of everything we do. From our Global CEO and Chairman Yannick Bolloré to each and every one of us everywhere in the world, we are committed to delivering advertising that actually matters to people. 

Bake for a Cause is a great example of this. By involving a humanitarian organization, children, parents and grandparents, schools and kindergartens, media-partners, ambassadors, and brands, we have created Denmark’s largest annual event, which now will be expanded into a global movement. 

How did you come up with Bake for a Cause? 

The idea of BFAC was born in Denmark 14 years ago. I had a meeting with the head of marketing for one of Scandinavia’s largest producers of baking ingredients. He was frustrated because over the preceding 30 years the profit on baking ingredients had continued to fall. At that time, all marketing of baking ingredients was very focused on product and price. The target group was 40+ women, but in the course of our research, we found out that children love to bake. They think it´s fun to bake cakes, bread, cookies, etc. When children bake, they also have the full attention of their parents and other grown-ups. So I realized baking does something for us that’s very important…It brings us together! 

BFAC is a movement that gets children to bake, and helps other children in distress, by supporting the Children’s Phone—an organization that I knew needed help, financial support, and awareness. 

How does it help children? 

BFAC has made everyone in Denmark aware of the Children’s Phone. More importantly, now children know there is a place they can call and talk to grown-ups about problems they are struggling with. BFAC has increased the awareness of the Children’s Phone in Denmark from 20% to an incredible 90% of all Danish children. 

BFAC has also participated in collecting large contributions for the Children’s Phone. It means that the helpline has been able to hire and educate more staffers at the helpline. Which again means more children can call the helpline. 

As I said before, BFAC is about children helping other children, teaching them values like empathy, and a sense of community, not leaving anyone behind. And at the same time, we increase their knowledge and interest in baking, ingredients, and kitchen hygiene.

How has the project grown over the years? 

During the 14 years of BFAC in Denmark, the project has—without exception—grown every year. Today BFAC is Denmark’s largest annual event. In its first year (2005), about three percent of all Denmark’s schools and kindergartens participated. Today it’s almost 30 percent of schools and kindergartens, in 450 Danish cities throughout every part of Denmark. The children bake and sell their baked goods to parents, grandparents, friends, etc. And all the money goes directly to the Children’s Phone. In many schools and kindergartens in Denmark, the annual BFAC Day is the largest event throughout the year. 

Today we’re seeing high schools and sports clubs getting involved, too. Companies have begun showing interest as well, by creating baking events for their employees. 

Since launching in 2005, it has become Denmark’s largest annual event—did you ever imagine it would get this popular? 

No, I never imagined that. But every year BFAC gets a large amount of press attention. Locally, regionally, and nationally. Every year we have involved well-known Danes as ambassadors for the project, and all of it combined has increased awareness of BFAC. We’ve even had a whole week of BFAC in the famous and popular MasterChef program on national TV. 

I guess the magic behind BFAC is pure love. Love for others and for baking. People love it because they feel they can make a difference, and that is very contagious. 

When does it take place? And throughout the country? 

It takes place on October 10th each year. But even though we have an official day, schools and kindergartens can bake whenever they want to in the fall. In the course of a year, we do different campaigns, which involve our sponsors, in order to increase awareness of BFAC— thereby also creating strong content for our commercial partners. BFAC is a national project, and its activities are evenly spread throughout Denmark. 

How have brands/businesses gotten involved? 

BFAC is strong and meaningful content for all brands/companies involved. When they take part they do something good for society and children, and at the same time, they strengthen their own brand. Several of the companies involved in BFAC create their own activities for their employees. It makes them feel proud while helping to communicate their inner values. 

With brands involved, we have created in-store activities, events, cross-promotions, and media campaigns, where brands help to inspire children and teach them how to bake.

How does BFAC create meaningfulness?

Bake for a Cause promotes a number of positive aims. We teach children to help other children in distress. The project focuses on baking, one of the world’s oldest crafts, helping to develop a passion for cooking and to get skills in the kitchen. 

BFAC is a very good opportunity for brands and companies to align with values that actually matter to people. For Havas, BFAC is the definition of meaningfulness. We support a movement of children helping other children, and at the same time, we cooperate with leading humanitarian organizations, giving our clients the opportunity to participate too. What could be better? 

What’s next? Are there any plans to bring it to other countries? 

In 2018 we started BFAC in Sweden, and in 2020 we will launch it in Finland and Norway. Our goal is to turn BFAC into a global event. 

I truly believe this is possible. If someone fifteen years ago had said: “Lars, this will turn out to be Denmark’s largest annual event,” I wouldn’t have believed it. But here we are—a baking event done by children for children has truly become Denmark’s largest event. 

We want to invite everyone to participate. If you want to bring BFAC to your country or be part of our sponsors around the world, you are more than welcome! Just get in touch with us!

"Baking does something for us that's very important…It brings us together!"

“Bake for a Cause” (BFAC), the brainchild of Havas Denmark’s Communication Director Lars Møller, celebrates its 14th anniversary this October. What started as a way to help raise awareness for Danish humanitarian organization Børns Vilkår’s children’s helpline has been embraced by the entire country over the years. Møller shares what inspired him to start “Bake for a Cause” and his hopes to make it a global event.

 

Tell us a little about yourself. 

I am a man who believes that we—as creatives—have an obligation to make a positive change in society. I have created ideas and developed campaigns and projects that solve social challenges while creating prosperity for the businesses involved. 

I have worked for Havas for the last 11 years. I love working for an international agency, with colleagues from all over the world. Moreover, I’m thrilled to see that meaningfulness is at the heart of everything we do. From our Global CEO and Chairman Yannick Bolloré to each and every one of us everywhere in the world, we are committed to delivering advertising that actually matters to people. 

Bake for a Cause is a great example of this. By involving a humanitarian organization, children, parents and grandparents, schools and kindergartens, media-partners, ambassadors, and brands, we have created Denmark’s largest annual event, which now will be expanded into a global movement. 

How did you come up with Bake for a Cause? 

The idea of BFAC was born in Denmark 14 years ago. I had a meeting with the head of marketing for one of Scandinavia’s largest producers of baking ingredients. He was frustrated because over the preceding 30 years the profit on baking ingredients had continued to fall. At that time, all marketing of baking ingredients was very focused on product and price. The target group was 40+ women, but in the course of our research, we found out that children love to bake. They think it´s fun to bake cakes, bread, cookies, etc. When children bake, they also have the full attention of their parents and other grown-ups. So I realized baking does something for us that’s very important…It brings us together! 

BFAC is a movement that gets children to bake, and helps other children in distress, by supporting the Children’s Phone—an organization that I knew needed help, financial support, and awareness. 

How does it help children? 

BFAC has made everyone in Denmark aware of the Children’s Phone. More importantly, now children know there is a place they can call and talk to grown-ups about problems they are struggling with. BFAC has increased the awareness of the Children’s Phone in Denmark from 20% to an incredible 90% of all Danish children. 

BFAC has also participated in collecting large contributions for the Children’s Phone. It means that the helpline has been able to hire and educate more staffers at the helpline. Which again means more children can call the helpline. 

As I said before, BFAC is about children helping other children, teaching them values like empathy, and a sense of community, not leaving anyone behind. And at the same time, we increase their knowledge and interest in baking, ingredients, and kitchen hygiene.

How has the project grown over the years? 

During the 14 years of BFAC in Denmark, the project has—without exception—grown every year. Today BFAC is Denmark’s largest annual event. In its first year (2005), about three percent of all Denmark’s schools and kindergartens participated. Today it’s almost 30 percent of schools and kindergartens, in 450 Danish cities throughout every part of Denmark. The children bake and sell their baked goods to parents, grandparents, friends, etc. And all the money goes directly to the Children’s Phone. In many schools and kindergartens in Denmark, the annual BFAC Day is the largest event throughout the year. 

Today we’re seeing high schools and sports clubs getting involved, too. Companies have begun showing interest as well, by creating baking events for their employees. 

Since launching in 2005, it has become Denmark’s largest annual event—did you ever imagine it would get this popular? 

No, I never imagined that. But every year BFAC gets a large amount of press attention. Locally, regionally, and nationally. Every year we have involved well-known Danes as ambassadors for the project, and all of it combined has increased awareness of BFAC. We’ve even had a whole week of BFAC in the famous and popular MasterChef program on national TV. 

I guess the magic behind BFAC is pure love. Love for others and for baking. People love it because they feel they can make a difference, and that is very contagious. 

When does it take place? And throughout the country? 

It takes place on October 10th each year. But even though we have an official day, schools and kindergartens can bake whenever they want to in the fall. In the course of a year, we do different campaigns, which involve our sponsors, in order to increase awareness of BFAC— thereby also creating strong content for our commercial partners. BFAC is a national project, and its activities are evenly spread throughout Denmark. 

How have brands/businesses gotten involved? 

BFAC is strong and meaningful content for all brands/companies involved. When they take part they do something good for society and children, and at the same time, they strengthen their own brand. Several of the companies involved in BFAC create their own activities for their employees. It makes them feel proud while helping to communicate their inner values. 

With brands involved, we have created in-store activities, events, cross-promotions, and media campaigns, where brands help to inspire children and teach them how to bake.

How does BFAC create meaningfulness?

Bake for a Cause promotes a number of positive aims. We teach children to help other children in distress. The project focuses on baking, one of the world’s oldest crafts, helping to develop a passion for cooking and to get skills in the kitchen. 

BFAC is a very good opportunity for brands and companies to align with values that actually matter to people. For Havas, BFAC is the definition of meaningfulness. We support a movement of children helping other children, and at the same time, we cooperate with leading humanitarian organizations, giving our clients the opportunity to participate too. What could be better? 

What’s next? Are there any plans to bring it to other countries? 

In 2018 we started BFAC in Sweden, and in 2020 we will launch it in Finland and Norway. Our goal is to turn BFAC into a global event. 

I truly believe this is possible. If someone fifteen years ago had said: “Lars, this will turn out to be Denmark’s largest annual event,” I wouldn’t have believed it. But here we are—a baking event done by children for children has truly become Denmark’s largest event. 

We want to invite everyone to participate. If you want to bring BFAC to your country or be part of our sponsors around the world, you are more than welcome! Just get in touch with us!

Sulaiman Beg is Havas' Director of Global Internal Communications. He has never eaten canned tuna fish.

contact our office

Call:

Stop by:

Connect: