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Cause-Related Marketing

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With GLBT Advertising, The Target Isn’t Always The Intended Target

This week, the Gay and Lesbian Alliance Against Defamation (GLAAD) honored Google Chrome for the "It Gets Better" campaign. And deservedly so. But writing in Xtra!, a Canadian GLBT news site, Bruce Chambers takes a closer look at other efforts that may, or may not appeal to the GLBT audience, despite their intentions and use of gay and lesbian characters. He uses this example, an ad for Hyundai that ran in …

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Can Rip The Drip Get You To Stop Wasting Water?

We've seen a number of efforts to call attention to countries where drinking water is scarce. But what about excessive water consumption here at home? Shelton Group in Knoxville is calling attention to the problem with a character called Rip The Drip, who shows up exactly at the moment water begins to be wasted. You can see more of the effort at WastingWaterIsWeird.com, which Shelton Group created in …

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Hungry Seniors Is Elder Abuse

Despite the extraordinary wealth in this nation, six million senior citizens in the U.S. "face the threat of hunger," according to AARP. Yes, our priorities are way out of line... As you can see, AARP teamed up with four-time Sprint Cup champion Jeff Gordon for its Drive to End Hunger, the first cause-based sponsorship in NASCAR history. To promote this historic initiative, Austin-based GSD&M completely …

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Working With, Not Against, Disorder

The Tourette Syndrome Foundation of Canada and Saatchi and Saatchi Canada have launched a unique public service project to raise awareness about Tourette Syndrome. Over two years in the making, the @Random project has involved dozens of families affected by Tourette Syndrome, filmmakers, and other production industry partners to create an online documentary experience that is different every time you watch …

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Goodsters Help Brands Do Well

Good/Corps is the marketing services arm of Good.is, the Los Angeles-based Web site and magazine for an audience it describes as “people who want to live well and do good.” According to The New York Times, Good/Corps is simply the new moniker for the agency arm for the media company, which has been developing cause-related marketing programs for Pepsi, Toyota, Starbucks and IBM over the past few …

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The Energy Crisis Is Grim, But Lack Of Access To Clean Water Is Much Worse

The average pair of jeans uses 42 litres of water in the finishing process. But Levi's has devised a better way. The brand's WaterLess collection reduces the water consumption by an average of 28% and up to 96% for some new products in the line. “We challenged ourselves to operate at the intersection of style and sustainability. These WaterLess jeans have great styles and finishes, but are made with a lot less …

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