Ahead of the Samsung Pink Ribbon High Tea in London last week – which went on to raise £25,000 – t5m spoke to Inès van Gennip, the head of Corporate and Social Responsibility for Samsung Electronics about the event, and the work Samsung do to support the fight against breast cancer.
This year’s high tea party was set inside one of Europe’s largest and most luxurious shopping malls – and is followed by a 4 day pop – up store to continue the campaign.
In̬s explains how Samsung help to raise funds for the various charities they support through the Samsung Breast Cancer Initiative which was set up last year Рand which makes annual grants available for charities. This year, In̬s tells us, the Samsung Breast Cancer Initiative is working with 7 charities Рand that she is very excited about all of their various projects.
As Samsung is one of the world’s most recognisable brands, Inès also understands the importance of large conglomerates and organisations getting involved with charities, explaining that Samsung has the power to reach so many people, and it should use this power to promote awareness. Inès also goes on to explain how breast cancer is a particularly relevant cause to Samsung, as women are the ‘cornerstone of the family, and Samsung is a family brand’.
What is particularly unique about this campaign is the inclusion of ‘real women’ who have been affected by breast cancer in one way or another, it was this genuine and authentic experience which Inès believes enhances the gravitas and accessibility of the campaign.
For an insight into the mechanics behind the invaluable work Samsung does for breast cancer charities, Inès van Gennip on t5m is not to be missed.
To see more from the Samsung Pink Ribbon High Tea event, including exclusive interviews with the celebrity guests check out Samsung Supports Breast Cancer Charities  on t5m.
