Corporate way is not always the best way. That’s a thing which we all are in capitalist nations used to. But the thing is being shown an welcome change by these corporate houses which have taken up on themselves to make a mark and infuse a change in the way we look at the society and play our part in its upliftment… Read more about the most innovate campaigns taken up by corporate houses to make a change…
Marriott and Colgate
Colgate teamed up with hotel chain Marriott to remind guests of the country’s water shortage by alerting them not to waste water when toothbrushing. They did this with a simple image of a child standing in a parched field, that lined the basins in hotel bathrooms, capturing guests’ attention just at the place where they brush their teeth.
The campaign, by Redfuse Y&R New York, ran in hotel rooms across Sao Paulo and Recife, cities greatly affected by the lack of water in the past year. The resulting publicity video, seen here, was launched on March 21 (World Water Day), resulting in 4.8 million impressions in a 24-hour period.
The “Red” campaign was started by Bono and Bobby Shriver, a scion of the Kennedy family, in 2006 to raise money to fight AIDS in Africa. Brands like Gap, Starbucks and Nike have endorsed the campaign, which promises to donate 50% of the profits from products carrying the Red brand. Red has also partnered with HBO to produce The Lazarus Effect, a 30-minute film about the treatment of HIV and AIDS with medicine that many in Africa can’t afford. Red brand partnerships and events have generated $150 million so far
Loads of Hope (Tide)
Tide’s Loads of Hope program started in the wake of Hurricane Katrina, when Procter & Gamble teamed up with Feeding America to help New Orleans families. The campaign brings laundry facilities to places struck by disaster, and volunteers wash, dry and fold clothes for free. The mobile fleet contains machines that can handle more than 300 loads of laundry a day. It recently tended to communities afflicted by floods in Mississippi and Tennessee, and it has washed more than 33,000 loads of laundry since it started. Tide has also sold more than 65,000 vintage-style T-shirts to raise money to help families affected by natural disasters.
Courtesy of the VF Corporation
Lee National Denim Day (Lee Jeans)
Lee National Denim Day started in 1996 when Lee Jeans invited companies to have their employees participate in a fundraiser where they could wear jeans to work one day and donate $5 apiece to a breast cancer fund. The first year, nearly 3,000 companies participated. The campaign has spread from the workplace to the streets: Anyone can now take part in Denim Day, which is usually held the first Friday of October. Since its inception, the day has raised nearly $80 million for the battle against breast cancer.
Nivea India ‘Mom’s Touch’
Skin care brand, Nivea India touched our hearts with its recent social initiative #MomsTouch that brought forth stories of extraordinary mothers. Nivea partnered with Aseema Charitable Trust, an organization dedicated to provide quality education to children from marginalized communities.
The social media driven campaign portrayed the story of some extraordinary mothers who want the best future for their child, despite having faced adversities all throughout their own lives. Viewers could join in the noble cause either by sharing the video on their social networks or by direct donations to the charitable trust. Each time one shared the film, Nivea contributed 100 grams of rice.
Mom’s Touch helped Nivea strike the right chord with its consumers and also provided them with an incentive for social sharing. Read all about Nivea India ‘Mom’s Touch’ campaign.
Make Love Not Scars ‘#EndAcidSale’
Acid attacks are a horrendous crime with lifetime consequences for the survivors. India witnesses as many as 1000 cases of acid attacks every year, acid attacks remain one of the most horrifying forms of gender based violence with almost 90% of victims being women. Yet acid is freely available at your local store, it is the cheapest way to clean toilets.
NGO ‘Make Love Not Scars’ that helps survivors, launched a petition campaign in association with Ogilvy & Mather, called #EndAcidSale. The idea was to move for a complete ban on toilet-cleaning acid and stronger implementation of Poisons Act and Poisons Rules.
The initiative chose a very powerful form of storytelling, one that demanded an immediate call-for-action against such a grave crime. It roped in acid attack victim, ReshmaBanoQuereshi to convince readers to sign the petition, but did so in hard-hitting satire. A series of films have her giving beauty tips on applying eye liner, lipstick and getting rid of dark spots. Towards the end of her tips, she shares about cosmetics being available for INR 100, while acid is available at just INR 30. Read all about the Make Love Not Scars ‘#EndAcidSale’ campaign.