Sensitive Choice Partner Proposal

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 2

A Note from the CEO

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 3

Welcome and thank you for your interest in Sensitive Choice, a program created by the National Asthma Council Australia to help millions of Australians and New Zealanders to live better with asthma and allergies.

Our Sensitive Choice program helps consumers navigate their way through the sometimes confusing marketplace to identify those products and services that may be better choices for themselves and their families.

“

“

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 4

Each company’s participation in the program must be approved by our independent Product Advisory Panel, who rigorously assess the products and services in application to decipher their potential benefit for people with asthma and/or allergies. Only the approved products and services are permitted to use the Sensitive Choice blue butterfly symbol on their packaging and advertising.

We’re proud of the program’s integrity and reach. Since its inception, Sensitive Choice’s blue butterfly symbol has appeared on hundreds of products and services that may be a better choice for people with asthma or allergies – from bedding to building products, cleaning agents to carpets, air purifiers and vacuum cleaners to the paint you put on your walls.

The Sensitive Choice website is an information hub that helps consumers understand their condition and its triggers, and identify relevant asthma and allergy friendly products and services. Research has shown that Australians and New Zealanders find the program to be useful and reliable, and that the presence of the butterfly influences purchasing decisions. With consumer awareness continuing to grow, the blue butterfly symbol is a valuable point of difference for your product or service.

Our success to date could not have happened without the continuing support from our partners who diligently fulfill their partnership requirements. The sponsorship fees generated through the program not only enable us to increase consumer awareness of the Sensitive Choice program, but also fund the important work we do at Asthma and Respiratory Foundation NZ.

Thank you for taking the time to learn about the Sensitive Choice program.

We look forward to furthering our partnership in the future.

Letitia O'Dwyer

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 5

About the Program

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 6

The objectives of the Sensit ive Choice ® program are to:

• educate the public about the importance of managing their asthmaand allergies

• encourage manufacturers and suppliers to produce products andservices that are asthma and allergy friendly and that could benefitpeople with asthma and allergies

• provide consumers with a way of identifying products and servicesthat may benefit people with asthma and/or allergies and improvehealth and wellbeing

• generate sponsorship funds to enable both the Australian and theNew Zealand asthma organisations to continue their work in improvingasthma care.

Partners may use the Sensitive Choice trademarks on approved products, packaging, promotional material, websites etc. Asthma and Respiratory Foundation NZ promotes the program through social media, websites, advertising, trade shows, public relations and digital communication activities and provides assistance to support the initiative of partners. Partners also benefit from the advertising spend of other partners who promote their affiliation with the program.

The Sensitive Choice program is represented by a blue butterfly, which can

be used by partners to help consumers easily identify products

and services that may help reduce asthma and allergy triggers.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 7

• complete the application form and supply credible evidence,test results and relevant certifications to substantiate the asthma/allergybenefit or claim

• provide product samples, a full list of ingredients for all productscontaining chemicals and demonstrate full compliance with all relevantAustralian or New Zealand laws, regulations and applicable standards

• the application form and samples are submitted to the ProductAdvisory Panel. Each product/service is assessed and considered byan independent (and voluntary) Product Advisory Panel.

This panel comprises of a number of independent experts and meets every two months.

Applicants are notified of the Panel’s decision and, if accepted, may be invited to negotiate a three year cause-related marketing contract. Licenses are available for Australia and New Zealand, with additional countries available on request.

The process for application to the Sensit ive Choice ® program is:

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 1 1

Partnership Benefits

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 9

Above are examples of how the trademark can be used to promote your brand or product on your website

The Sensitive Choice logo can be used on your website to promote your product’s approval within the Program.

Sensitive Choice Partnership

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 0

Above is an example from a partner’s website to demonstrate how they market their Sensitive Choice approved

products or services

Above is an example of how the logo can be used directly on a product packaging

The blue butterfly logo can be used on your product packaging and promotionalmaterials to help consumers identify asthma and allergy-friendly products.

Sensitive Choice Partnership

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 1

Currently we havetrademarks registered in over

60 countries including: Australia, New Zealand, China, Hong Kong,

Thailand, Japan, UK, USA, EU, Malaysia, Korea, Singapore,

Philippines, Taiwan

Program’s international reach

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 2

Above is an example of a partner page on our website Above is an example of a product page on our website

Did you know?Each partner has their own page on the Sensitive Choice website

under “Products and Services” linking to their own websites.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 1 6

Where is Sensitive Choice active?

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 4

Strong Facebook presence Growing Instagram following

Social media activitySensitive Choice has an active

social media presence which is continually growing.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 5

Above are examples of Facebook promotions

Social media promotionsSensitive Choice conducts online social media promotions

to engage with customers and promote products.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 6

Above is a Sensitive Choice page on houzz.com that links back to partners

Above is an example of a partner promotion on our website

Online partnershipsSensitive Choice utilises strong

relationships with online partners to promote the Program.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 7

Air treatments explainedBrought to you by Sensitive Choice

For information on asthma and allergy-aware products, visit sensitivechoice.com

@SensitiveChoice

@sensitivechoice

SensitiveChoice

Dry airAirborne viruses

Humidifier

Hay feverDust

PollensSmokeMould

Dust mitesOdours

Air purifier

HumidityCondensation

DampnessMould

Dust mitesOdours

DehumidifierAsthma & allergies

®

Helps with issues such as:

Helps with issues such as:

Helps with issues such as:

Asthma and allergy aware products wear this sign

The next time you’re shopping for products, look for the blue butterfly

SENSITIVECHOICE.COM

Got asthma or allergies?

Make a Sensitive Choice®Represented by a blue butterfly, Sensitive Choice is a community service program that identifies asthma and allergy-aware products, and aims to educate Australians about the importance of managing their asthma and allergies.

Sensitive Choice products and services are approved on the basis that they may benefit the more than seven million Australians with asthma and/or allergies.

You’ll find that reassuring blue butterfly on hundreds of products – from bedding to building products, from cleaning agents to carpets, from air purifiers and vacuum cleaners to the very paint you put on your walls.

Make a Sensitive Choice.

LEARN MORE

sensitivechoice.com

facebook.com/sensitivechoice

The funds generated through the program enable the National Asthma Council Australia to continue its work to improve asthma and allergy care.

An infographic to explain different types of air treatments

A small flyer to help explain the Program

Sensitive Choice promotional materialSensitive Choice has created a wide variety of printed and digital material

to support consumer messaging and engagement.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 8

Healthy Homes video library Harvey Norman / Sensitive Choice September promotion

Optional additional on to the 15 second TVC

Sensitive Choice promotional materialSensitive Choice takes a multi-channel approach to promotional opportunities.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 1 9

Above are examples of our quarterly newsletters introducing new partners/productsand promoting current partners

Consumer newslettersSensitive Choice creates online communications to

keep customers up to date with new products and information.

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 2 0

Ongoing support to promote partner brands on social media

Below is an example of where we have shared partner promotions

through social media

How Sensitive Choice supports partnersSensitive Choice actively looks for new and diverse ways

of supporting and interacting with our partners.

Holding annual partner forums to report the latest activities from

Sensitive Choice, i.e screening the new Sensitive Choice Community

Service Announcement

Building website and social media presence. In the last year Facebook

fans have increased by 25%, and 90% of visitors to the

Sensitive Choice website were returning visitors

Google AdWords grant will expand the likelihood of Sensitive Choice

being at the top of Google searches, which increases reach

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 2 6

Considering doing more with your Sensitive Choice Partnership?

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L P A G E 2 2

Opportunity to provide prizes and products to consumers at events

Participation in Home & Baby Shows

S E N S I T I V E C H O I C E PA R T N E R P R O P O S A L PA G E 3 5

Interested?

For more information please contact

Grant SteereMarketing and Partnerships Advisor

(04) 495 0092grant.steere@arfnz.org.nz

sensitivechoice.com