2004 Cause Marketing Halo Award Winners
Click here to see the 2003 Cause Marketing Halo Award
Winners
Click on a winner to see a 2004 program description.
Cause Marketing Golden Halo Awards
Campaign Awards
The 2004 Cause Marketing Golden Halo Award Winners
Each year, the Cause Marketing Forum will recognize one business and one nonprofit organization for their leadership and outstanding efforts in the field of cause marketing. Here are the 2004 winners.
2004 Nonprofit Cause Marketing Golden Halo Award Winner:
Boys & Girls Clubs of America
 Known as "the positive place for kids," the Boys & Girls Clubs of America serve over 4 million youngsters annually in 3,400 club locations.
Today the Boys & Girls Clubs of America's list of corporate partners features dozens of Fortune 500 companies, but it was not always so. Just 12 years ago, it did not have any corporate partners.
 That is when Kurt Aschermann, now chief marketing and development officer, began crafting an organization that endeavors to provide coporate partners with a high level of account service. The effort has paid off in the form of partnerships that have generated hundreds of millions of dollars worth of cash and in-kind resources.
More than just quantity, the Boys & Girls Clubs have developed many high quality programs with their partners to serve the kids. The Crest Cavity Free Zone program is improving the dental health of millions of underserved children. Backed with a $100 million cash and in-kind donationt from Microsoft, Club Tech is putting computers and software to work for kids and staff in clubs across the country. And Blockbuster’s support of the clubs’ National Kids Day promotion has generated millions in funding.
To learn more about the Boys & Girls Clubs approach, read "The 10 Commandments of Cause Marketing" and visit www.bgca.org.
2004 Business Cause Marketing Golden Halo Award Winner:
American Express
 When astrophysicists describe the birth of the universe, they talk about a Big Bang.
When cause marketers talk about the origins of this field, they inevitably refer to American Express and its 1983 campaign supporting the renovation of the Statue of Liberty and Ellis Island. Companies and causes had worked together before, but American Express invented the term cause marketing to describe this program which raised $1.7 million and did great things for card usage and activation. Fittingly, 21 years later, American Express is once again running a Statue of Liberty campaign.
 In the intervening years, AMEX has developed a number of substantial programs to do well by doing good. It has fought hunger with Share Our Strength through the Charge Against Hunger and Taste of the Nation campaigns – and concurrently strengthened its ties with restauranteurs and restaurant goers. It raised millions to fight breast cancer with Charge for the Cure. Its innovative AMEX Blue card teamed up with VH1’s Save The Music foundation to support school music programs and connect with younger consumers.
In the spring of 2004, the company announced Make Room to Heal, a transactional program supporting Ronald McDonald House Charities, the corporate cause of the fast food giant – a key AMEX client.
(back to top)
Campaign Awards
Best Environmental/Wildlife Campaign:
Gold: Central Park BioBlitz, Microsoft and The Explorers Club
 The goal of the BioBlitz was to catalog all life forms in Central Park during a 24-hour period to create a baseline for future study and to increase awareness of biodiversity. Microsoft developed special software and provided tablet computers for participating scientists to show that the company is committed to community service. Devoid of an advertising budget, the BioBlitz team coaxed, convinced and cajoled the media into covering the event which generated over 100 million media impressions.
Silver: Great American Cleanup, Lysol and Keep America Beautiful
The Great American Cleanup, the nation’s largest annual community involvement program. Lysol is one of 17 corporate Great American Cleanup sponsors, but its program really stood out.
This multifaceted effort raised $225,000 for KAB through consumer redemption of special Lysol coupons, provided 25,000 Lysol cleaning products to KAB volunteers, generated positive PR for Lysol linked to cleanup events in New York, Chicago, Miami and other markets, and stimulated product sales.
(back to top)
Best Health Campaign:
Gold: Yoplait Champions, Yoplait and the Susan G. Komen Breast Cancer Foundation
 After five years of asking consumers to collect and send in Yoplait pink foil lids to raise money for Komen, Yoplait sought a way to enhance consumer involvement and elevate its brand awareness in the crowded breast cancer field. Working with Cone Inc., Yoplait created an award celebrating 25 “Yoplait Champions,” ordinary people doing extraordinary things in the fight against breast cancer. The results: 125 million media impressions for the Champions program on top of the usual attention generated by Yoplait’s lids promotion, sponsorship of Race for the Cure and $2 million contribution to Komen.
Silver: Circle of Friends/mark.avon: Avon Future and the American Legacy Foundation
Research shows that support can increase a smoker’s chance of quitting successfully by 50%. Focused on that statistic, mark and Circle of Friends spread the word via the mark and Avon sales force, mark magalog advertising, magazine advertising featuring Jessica Simpson, online advertising and the sale of a Circle of Friends Sunburst Necklace that generated $400,000 for the cause.
(back to top)
Best Social Service/Education Campaign:
Gold: The Cat in the Hat Nationwide Challenge, Universal Studios and First Book
 With a total budget under $75,000, First Book and Universal managed to generated positive publicity for the launch of The Cat in the Hat movie and First Book’s child literacy efforts on news broadcasts in 25 markets plus The Oprah Winfrey Show and The Today Show. The hook? By wearing a Cat hat on the air, a news anchor could trigger a donation of 5,000 new Random House books to children in need in his or her community. (Katie & Oprah triggered donations of 50,000 books) In total, 31.5 million impressions were generated, 225,000 books with a retail value of $1 million were donated and the whole program was paid for by the Universal Studios Foundation and a movie premiere benefit.
Silver: Women’s Work, Liz Claiborne, Inc.
Since 1991 Liz Claiborne has been spreading the word that Love is Not Abuse to a variety of audiences. A highlight of its 2003 campaign was the “No More Tour” featuring a college campus bus tour and film festival. Overall the 2003 campaign – including promotional clothing, alliances with television, magazine and online partners, free distribution of education handbooks and much more – yielded over 100 million media impressions for an important cause with relatively few major corporate champions.
(back to top)
Best Joint Message Promotion
Gold: The Great American Bake Sale, Parade Magazine, Share Our Strength, ABC Television, Betty Crocker and Tyson
 In just its first year, this quintet collaborated on a program that generated more than 1 Billion (media impressions. It was featured twice on the cover of Parade, written into the plot of the late John Ritter’s sitcom “8 Simple Rules For Dating My Teenage Daughter”, was the focus of a Betty Crocker FSI, was adopted by 10 retail chains, produced five mall events, leveraged the Boxtops for Education program and incorporated many more outreach elements. When the dust (or should we say flour) had settled, more than $1 million had been raised and more than 350,000 people baked, sold or bought as part of the first Great American Bake Sale.
Silver: Block The Sun, Not The Fun, Coppertone Suncare Products, Scholastic, Sun Safety Alliance and The Skin Cancer Foundation
Focused on the fact that just one blistering sunburn in childhood can double the risk of skin cancer later in life, this program sought to change the behavior of teachers, students and their families regarding sun safety and the use of sunscreen. Almost 250,000 teachers of children in grades 2 to 4 were sent the Block The Sun education program and shared it with an estimated 4.5 million students and their families, a sunny outcome for all the players involved.
(back to top)
Best Print Creative:
Gold: Get Tied to the Cause, Ford and the Susan G. Komen Breast Cancer Foundation
Get Tied to the Cause enlisted celebrities from the worlds of entertainment, fashion and sports to model a Breast Cancer Awareness silk scarve, designed in 2003 by Lily Pulitzer. Working with Hearst and Conde Nast, print creative was developed that featured 9 stars along with breast cancer awareness information.
Silver: Together, Imagine What We Can Do, Embassy Suites Hotels and Starlight Children’s Foundation
Embassy Suites has been Starlight’s Wish Hotel partner since 2001, donating rooms for ill children and their families. Over time the partnership’s goals grew to include involving guests, employees and the general public. Various forms of print creative featuring heart warming images played a key communication role including lobby posters, in-room tent cards, print ads and training guides.
(back to top)
Best Transactional Campaign:
Gold: Things Remembered Holiday, Things Remembered and Make-A-Wish Foundation
 This partnership began in 1997 with the wish of a girl named Elysia who wanted to give friends and family personalized gifts to remember her by. It grew into the creation of a line of Make-A-Wish products that generate donations when purchased: a keepsake box, an ornament and a musical snow globe.
For Holiday 2003, Things Remembered prominently featured the items in catalogs and other advertising materials, developed a new customer donation program and implemented a National Make A Wish Day promotion in its 700 stores. Together these efforts generated over $500,000 for Make A Wish in 2003.
Silver: TUMS Helps Put Out More Fires Than You Think, TUMS and First Responder Institute
This program is a great example of how a marketer can team up with a little known nonprofit group to develop a program that helps the brand stand out while raising significant awareness and funding for the cause.
Offering a 10 cent donation per bottle, TUMS told America about the First Responder Institute via FSIs, point-of-sale displays, brochures, a satellite media tour, the TUMS website and account specific promotion with Walgreens. TUMS experienced record highs in the number of displays shipped (a 30% increase) and a 16% sales volume lift during the promotional period. The program generated $238K for the Institute which awarded grants to 60 fire departments for breathing systems, thermal imaging cameras and other equipment. (back to top)
Best Cause Marketing Event:
Gold: The Great Safety Adventure, Lowe’s Companies and the Home Safety Council
Since 1998, the Great Safety Adventure has brought Rover the Home Safety Hound’s message to over 2,000 schools, Lowe’s stores and events reaching over 500,000 children. It’s quite the mobile marketing extravaganza – trucks arrive onsite and unfold into a 1,200 square foot house featuring living spaces that children explore for hands-on safety trips. Research shows that 32% of families who participate make at least one major home safety change. While burnishing the Lowe’s brand and enabling the Home Safety Council to educate families, the Great Safety Adventure has paid dividends for all of us.
Silver: The Ultimate Drive, BMW of North America and the Susan G. Komen Breast Cancer Foundation
Since its launch in 1997, The Ultimate Drive has raised $1.0 million annually for the fight against breast cancer by donating $1 for every qualifying test drive mile. In 2003, two sleek fleets of BMWs were used to stage 223 Ultimate Drive events involving over 30,000 consumers. The Ultimate Drive generates goodwill, excitement and sales for BMW while raising funds and awareness for Komen.
(back to top)
|
