Puma chief aims to spread social awareness to consumers - Marketing news - Marketing magazine

Puma chief aims to spread social awareness to consumers - Marketing news - Marketing magazine

Sportswear manufacturer Puma's CSR arm has pledged to fund a series of international documentaries in a bid to "change consumer behaviour", in the words of chief executive Jochen Zeitz.

The brand has formed a partnership with Channel 4's BritDoc Foundation and is putting up €250,000, of which €50,000 will be awarded as a prize in summer 2011, to a single finished documentary at a gala event. The rest will be made available for film makers in the early stages of projects to pitch for in 40 lots of €5,000.