Within the Group’s divisions in France, action has been widespread: All these have responded to the appeal by the PPR Foundation and have make use of a number of initiatives to promote the film. Also, to help stores communicate internally about the film, the PPR Group has placed at their disposal posters and a downloading platform from where they can select banners with linked access to the website www.fleurdudesert-lefilm.com.

• Internal mobilisation

Posters onsite, information in the e-newsletters and on the intranet sites: employees of the Group’s five divisions will be hard pushed not to feel involved in this event! Also, the 1,000 employees at Fnac head office will be given a copy of Waris Dirie’s autobiographical book, and a film screening is planned at the head offices of Conforama and Puma.

But action taken by the brands doesn’t stop at the doors of their stores: customers are involved too.

• Communication to external public

At Redcats, the internet medium is naturally the best for raising awareness amongst customers: banners, flashes, photos from the film and competitions with tickets to win will be online one month before the film’s release on community sites, and 15 days beforehand on commercial sites. This home-shopping leader also plans to send out a customer mail shot on the back of a sales operation.

In addition to debates organised in forums, Fnac has planned a whole series of initiatives to raise awareness among customers about acts of violence against women: Promotion of Waris Dirie’s autobiographical book, film posters, distribution of the trailer on all screens of the store from the end February (some 7,000 screens!), window dressing and POS Publicity to promote the DVD will be set up in all 81 stores located on French Territory. In the Regions, Fnac is inviting its members to 7 avant-premières organised in partner cinemas (in Montpellier, Metz and Lorient in particular). Finally on the fnac.com website, online visitors will be able to view the film’s trailer from a link placed on the page selling Waris Dirie’s autobiography.

In Conforama stores the communications strategy is similar: Film posters, playing of the trailer on all screens, POS Publicity in certain stores, and window dressing of the Paris flag-ship store in Pont Neuf, from 7 to 10 March. Just like Fnac and Redcats, Conforama will also be putting out information on its website conforama.fr.

Finally in all Puma stores, awareness-raising leaflets on the issue of female genital mutilation will be given out in the “Cat women” corners. Last of all, 7 days before the release of the film, Puma will be sending out a dedicated newsletter to the press and to its customers.