Cause marketing has been around since 1976 when Marriott partnered with the March of Dimes to raise funds and celebrate the grand opening of a new amusement park. The promotion ran in 67 cities and was wildly successful for both the charity and the company.
Cause marketing goes beyond the standard campaigns about products and services. It helps highlight community investment partnerships and drive value for both partners and return on investment for businesses.
I would like to highlight cause marketing campaigns by Canadian Tire and Always which target social concerns that aim to drive a behavioral change.
For Canadian Tire, they’re encouraging children and youth in communities across Canada to play more and be active. It isn’t connected to raising money for their Jumpstart Charities, but knowing that they support kids through Jumpstart gives the message authenticity. Following on the success of their ‘We All Play for Canada’ advertisement, they recently launched a second commercial in support of this cause called ‘Wanna Play.’
Always has been engaged in a global education campaign for girls in puberty for 30 years. They partner with UNESCO, an agency of the United Nations to educate girls around the world. In a recent study, Always discovered that girls lose confidence during puberty, so they started their Epic Battle #likeagirl campaign.Their goal is to inspire, empower and educate girls to break free from negative gender stereotypes. Supported by six videos, they are reaching out to change social convention to make anything that is done ‘like a girl’ is a compliment, not an insult. Take a look at their latest video that they are airing in 25 markets around the world:
Both of these campaigns have been successful in starting the dialogue on their respective issues. As a mother, these campaigns hit close to home. I restrict screen time for my children and send them to play in the backyard as often as possible. And as for doing things #likeagirl, I make an effort not to categorize any behaviour or activity towards either gender.