While I was watching the Golden Globes last night, L'Oréal showed a series of commercials advertising their Women of Worth campaign, "a grassroots program and award that celebrates, recognizes and supports women who actively help others in their communities". You can nominate a "woman of worth" on their site between now and May 19th. One woman will be chosen from 7 US regions: New England, Mid-Atlantic, Southeast, Midwest, Southwest, Rocky Mountains and Pacific. The winner will receive a $5,000 donation to the cause of their choice in their name, and a matching grant of $5,000 to the Ovarian Cancer Research Fund in their name.
The site also includes a "get involved" page with a list of links to, "Ten Tips for Getting Involved in Your Community:
1. Research the causes or issues important to you.
2. Consider the skills you have to offer
3. Would you like to learn something new?
4. Combine your goals
5. Don't over-commit your schedule
6. Nonprofits may have questions, too.
7. Consider volunteering as a family.
8. Virtual volunteering?
9. I never thought of that!
10. Give voice to your heart through volunteering!
It occurred to me as they repeated this commercial during the night, and apparently it'll be shown again during the Academy Awards, that cause-related marketing is growing.
The Swedish clothing company, H&M, recently opened two stores in downtown San Francisco. I was looking on their web site for their addresses and was struck that one of the top menu options was, "H&M and UNICEF visit Cambodia." Apparently, H&M and UNICEF signed a three-year deal that includes, "an education project for girls in developing countries and a project to prevent the spread of HIV among young people in Cambodia."
This fall, St. John's Knits signed a deal with Angelina Jolie to be, "both the face of St. John the brand, as well as the voice behind a newly-formed charity created in support of children's causes."
I'm wondering if the big budget ad campaign and successful use of high profile celebrities by the ONE campaign, and the success of Live 8 has caused the growth or if it is still a reaction to the nation's conscious or unconscious post-September 11th reflection, "What really matters?" What I do find interesting is the investment in these causes by the corporations, rather than just the placement of their logo on a nonprofits' web site as a sponsor.
Obviously, the bottom line for corporations is to make a profit, but at least some good may come of this trend while it lasts.
women of worth
cause marketing
cause-related marketing
