Osocio NL

Change the world… in your underpants?

Posted by Tom Megginson | 30-07-2012 16:23 | Category: Corporate Social Responsibility


Cherie Amie is an American lingerie company that wants to do more than help women feel sexy.

Founded by Tara Smith, a former Peace Corps volunteer, the company manufactures its products in Cameroon under a fairtrade system of good wages and healthy work practices. 100% of its profits will then be re-invested in micro-loans for women and development projects across sub-Saharan Africa.

It’s not a not-for-profit operation, however: about 98 percent of borrowers repay their loans every year, assuring that virtually all of the profits return to the investors after they’ve helped women entrepreneurs get their start.

That is, if investors help Cherie Amie get its start. The company is currently crowdfunding its start-up costs on indiegogo, asking for $15,000 by the end of August. (They have $2,670 so far, with 33 days to go.)

Cherie Amie has posted a provocative teaser video (see it after the break) and their funding levels have names like “flirt” and “friends with benefits” — with incentives ranging from personalized “thank you” videos to boudoir photography sessions. It’s all very sexualized, which certainly gets our attention. But one can’t help but wonder if this kind of western objectification is the best way to support the empowerment of women in the developing world.

Let us know what you think, in the comments below.

Cherie Amie
Illegal Advertising

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)