Linking Brand to a Relevant Cause
A commercial on television caught my eye recently – it showcased a program by Always to help girls in Africa be able to go to school using great photography and a clear description of the problem. The ad ended with a URL www.protectingfutures.com that I only now had the chance to check out.
“Your purchase of Tampax or Always helps us donate $1.4 million through 2008 to the United Nations Association’s HERO campaign to help provide feminine protection and education to girls in Southern Africa.” HERO is a United Nations Association’s campaign dedicated to the care of orphans and vulnerable children in Africa. HERO is designed to build awareness and raise funds “dedicated to providing comprehensive, school-based support to orphans and vulnerable children living in HIV/AIDS-affected communities in Africa. HERO works in schools in Southern Africa to reduce the negative impact of poverty and HIV/AIDS on children. HERO has identified staying in school as the first line of defense against these ills.”
Girls in the Protecting Futures program learn about and receive products to help insure that their monthly periods do not get in their way of education. The program funds a health, hygiene and puberty education program that will be taught by a traveling health educator, as well as health care services.
This is a great example of a globally focused give back program that is directly related to the two Proctor & Gamble brands – Tampax and Always. They are providing integrated support by both donating product as well as funding other health care and educational services for the girls – which is great. I really like the website as well – it puts a human face on the issue and makes me want to buy those brands to help out. The website also provides options for other ways to get involved and has a teen feel to it to appeal to and involve teenage girls in the US. Also, great marketing – buy more and girls in Africa will benefit.
Tags: Always, corporate philanthropy, global, P & G, Protecting Futures, Southern Africa, Tampax
March 25th, 2010 at 12:37 am
I really like the fresh perpective you did on the issue. Really was not expecting that when I started off studying. Your concepts were easy to understand that I wondered why I never looked at it before. Glad to know that there’s an individual out there that definitely understands what he’s discussing. Great job!