As part of PepsiCo's Sustainable Development Strategy Responsible for Purpose, the Lay's brand launches socially oriented campaign “Share smiles with Lay's”. 1 ruble * from each Lay's package goes to the Best Friends Foundation for the Support of Persons with Developmental and Intellectual Disabilities (NDII) for the implementation of the inclusive friendship program
“Share Smiles With Lay's” is the brand's new outreach campaign. Friendship is one of the main reasons to smile, and it is important to help those of us who find it difficult to find true friends. As part of the campaign, the Lay's brand supports the Best Friends Foundation, which helps people with developmental and intellectual disabilities (IDIs) find friends and discover a world full of smiles with them.
Daniel and Maria began to communicate in the classroom "Best friends" in English language. But it turned out that the guys have much more common interests. Now each of their meetings allows them to learn something new: the guys go to visit each other, celebrate birthdays together, come off on quests and visit museums.
Friendship of Daniel and Mary - one of those stories on the site of the Best Friends Foundationthat inspired the brand to collaborate with the foundation as part of the Share Smiles with Lay's campaign.
Throughout the summer, 1 ruble * from each pack of Lay's chips sold will be sent with a smile * to the Best Friends fund for the implementation of the friendship program *, and Daniel and Maria will become the faces of the Share Smiles with Lay's campaign.
Inclusive friendship is no different from an ordinary one: the guys go to master classes, to the skating rink, bowling, to a cafe, to visit, they just walk and share smiles with each other. Even distance is not a hindrance - you can communicate with a friend online. Also, program participants from the Best Friends fund receive the necessary support and assistance in personal development and the acquisition of labor and professional knowledge and skills of independent living.
Thanks to Lay's support, the Best Friends Foundation will be able to expand the scale and geography of the friendship program. Until the end of 2021, a series of entertainment and educational events will be held in six Russian cities - Moscow, Voronezh, Nizhny Novgorod, Kazan, Yekaterinburg and Novosibirsk, and an inclusive camp will be organized for the participants of the friendship program from these cities.
There are 200 million people in the world (of which more than 1 million are Russians) have developmental and intellectual disabilities, and they have the same needs as people without disabilities: they want and can be friends, but they often find themselves in social isolation. Communication and friendship with peers without disabilities is one of the effective tools for the socialization of people with NIDI. it helps they become full members of society and reveal their potential.
“The friendship program is one of the main programs of the foundation. Its goal is to create friendly relations between people with and without developmental disabilities; we have been implementing a friendship program for over 10 years. During this time, the fund's events, which are held within the framework of the friendship program, have united more than 500 children from the NRII and more than 1 volunteers. To date, we have 500 individual friendship pairs in the fund, with whose stories you can familiarize on the foundation's website and make sure that inclusive friendships are the same as normal ones. ” - says the director of the fund "Best Friends" Denis Roza. “Share Smiles With Lay's” is the brand's outreach campaign aimed at improving the quality of life by creating equal opportunities for local communities. Cooperation with the Best Friends Foundation ”is part of a large ecosystem. In addition to supporting the foundation's friendship program, we support local farmers who are involved in the production of potatoes for Lay's chips. The central element of the campaign is the development of the chain of goodness, which starts at the end of July on Instagram, and on August 2 on VKontakte. To participate in the VKontakte chain of goodness, you can share a story with a branded AR-mask and the hashtag # SmileysLays on the social network. For each story with a hashtag, we will also transfer * 1 ruble to the fund. The mask can be selected in the catalog or received in a message from Lay's by sending a branded gift to a friend with a cat Peach, a regular hero of the social network. And on Instagram, we will hold a contest, the participants of which can post either a photo with a pack of Lay's with a smile, or a story with our AR mask. You need to add the hashtag # SmileysLays to both the post and the story. We will give away cool prizes, among them - the opportunity to be together with the guys from the fund on the media screen of the Oktyabr cinema in the very center of Moscow. We are pleased to invite everyone to become a part of the chain of goodness - and you can always start with a smile. ” - comments Ekaterina Solovyova, Lay's brand manager.