Marketing Campaigns with a Cause

Courtesy of adage.com What marketing campaigns form the last fifty years do you remember the most? Probably only a few, and we bet that most of them are the ones that touched your heart and moved you emotionally. It's not all about making money, and these campaigns show that the most memorable work is done not for the company, but for the public.

1. American Express Statue of Liberty Restoration (1983): During a three-month period, American Express offered to contribute 1 cent for each card transaction and $1 for each new card issued. The campaign raised $1.7 million to restore the statue and Ellis Island.

2. Yoplait Save Lids to Save Lives (1999 to present): Consumers were asked to save and mail in millions of sticky lids to raise 10 cents each to support Susan G. Komen, a breast cancer patient. To date it has raised more than $26 million.

3. Dove Campaign for Real Beauty (2004 to present): Unilever developed the Dove Self-Esteem Fund and hopes to reach 5 million young women with information on positive body image by the end of 2010.

4. 1,000 Playgrounds in 1,000 Days (2005 to 2008): The Home Depot and KaBOOM took employee volunteerism to build great places for kids to play within walking distance of their homes.

5. The Members Project (2007 to 2008): American Express pioneered the use of social media to direct corporate giving and buttressed brand appreciation with this effort. Over two years it gave away $4.5 million, including top winners the Alzheimer's Association and U.S. Fund for UNICEF.

6. Whirlpool and Habitat for Humanity (2004 to 2007): The appliance maker transformed its previously little-known commitment to CSR by providing a refrigerator to each Habitat for Humanity home built in the U.S.

7. Lee National Denim Day (1996 to the present): Lee, a traditonal male brand, embraced the breast cancer cause by empowering consumers to organize workplace drives at which employees contributed $5 for the right to wear jeans to work on the first Friday in October. Over 13 years, the program has raised nearly $75 million for breast cancer research and advocacy.

8. Product (Red) (2006 to the present): With their privately held company, Bono and Bobby Shriver created a cause marketing campaign (RED). They licensed the brand to GAP, Apple, Armani and many other retailers. (RED) has raised more than $140 million for the Global Fund to Fight AIDS, Tuberculosis and Malaria.

9. Live Strong Bracelet (2004 to present): Nike and Lance Armstrong Foundation first came up with the idea to raise funds and awareness to super cyclist’s cancer by yellow rubber bands.