C&A Foundation: Inspiring action through narrative


The challenge

C&A Foundation is a corporate foundation, working in partnership with the C&A international fashion retail chain. With a mission ‘to make fashion a force for good’, it aims to transform the fashion industry to make life better for the people behind the clothes.

Over the years, the Inspiring Women initiative has asked employees to share stories about ‘the women who inspire you’ on a dedicated website, as well as to vote for local organisations working towards women’s empowerment. Every vote triggers a donation from C&A Foundation to each non-profit organisation.

C&A Foundation asked Sequel to help share the Inspiring Women campaign and tell stories from the women supported.

Our solution

Taking the incredible work done by C&A Foundation, we told the stories of the charities and non-profit organisations behind each vote. We gave each a chance to share their work, creating over 30 g stories and 40 shorter summaries for posters.

Through copy-writing for the campaign website and blog, we raised the profile of the initiative, and created content for a champions toolkit to help employees take part.

The impact

More than 23,616 participants raised €1 million, reaching over 7,000 women. Within C&A, they raised awareness of gender and women’s rights among 50,000+ global colleagues.

Feedback also showed that:

  • 84% of employees feel proud to work at C&A
  • 60% of employees feel connected