Most people love a David vs. Goliath story, cheering when the underdog comes out on top, defying all odds and expectations. In all probability, part of the attraction comes from how seldom it happens. In the consumer goods corporate arena, for example, what we’ll read about more often is how some creative, forward-looking, independent enterprise is gobbled up by a multinational, or big player. So here’s something that’s different, a David calling on the Goliaths to partner with ‘him,’ to forge something collaborative, rather than adversarial or acquisitive.

2. Thankyou co founders Daniel Justine Flynn 721x1024 - Knocking on Goliath’s Doors
Founders of the Australian-based social enterprise, Thankyou, Daniel and Justine Flynn

Thankyou is an Australian social enterprise founded in 2008 by a group of university students. Offering consumer products – personal care and baby product ranges – in Australia and New Zealand, their mission vision and business model is to make and distribute the Thankyou products to help end extreme poverty. As Daniel Flynn, Thankyou co-founder with his wife Justine and Jarryd Burns, reminds us, ‘With $63 trillion spent on consumer goods each year while 736 million people are stuck in extreme poverty (based on WB, OECD data), we believe that business as usual is broken. But we also believe that we, together with people and a partnership with one of the two biggest companies in the world, can change this by funneling the dollars spent on consumer goods into helping extreme poverty.”

To achieve this, and drum up attention to their ‘call’ to P&G and Unilever to make and distribute Thankyou products globally; Thankyou has embarked on a global Social Media campaign, No Small Plan. The ‘plan’ is to muster enough global viral support that one of these giants will take notice, and team up with Thankyou. It’s the collective impact of voices around the world that Thankyou is asking for. To show our support, Thankyou is asking us to:

– Post a photo or share the campaign social title with the caption ‘I’m in, are you?’

– Tag @proctergamble and @unilever.

– Hashtag #thankyoutotheworld.

– Share Thankyou’s video to help spread this even further.

And you might have begun seeing these ‘I’m in, are you?’ IG posts, wondering what they were all about.

4. Young child enjoying playing and drinking with safe clean water 1024x681 - Knocking on Goliath’s Doors
A Thankyou-funded water supply & sanitation project in Asia.

Thankyou will then set virtual meetings with both consumer goods giants – this to happen at the end of the social campaign. And on November 5th, Thankyou will announce which multinational will be their partner, on one of the largest and most iconic digital billboards of the world, New York City’s Time Square.

 It’s a daring gambit by this company that is as much social movement and engaged community, as it is distributor of consumer goods. To date, Thankyou has raised over A$17 million for their impact partners serving the world’s poorest populations. They’ve helped over 857,000 people in over 20 countries, from Asia to Africa; addressing water, health, sanitation, economic development programs, maternal and child health programs in low-income communities.

Tackling extreme poverty, the supported programs and impact partners help alleviate the problems of people living on less than $1.90/day.

5. A child who has benefited from the Thankyou funded holistic implementation of WASH - Knocking on Goliath’s Doors
Thankyou doing something for Education in Africa.

To date, the verdict is still out on to what extent this COVID pandemic will affect the global economy. Needless to say, we can be certain that the gap between the rich and the poor will only widen, inequalities heightened. Thankyou offers a new business model, where it’s not just the CSR programs that reach out to ameliorate social ills; but that the business model itself gets a much-needed makeover. Make your voice heard if you share in Thankyou’s vision of tomorrow.

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