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Cause Marketing Programs Build a Better World

The Cause Marketing Halo Awards bring clarity, innovation and best practice to light.

The honor roll of finalists in the 2016 Cause Marketing Halo Awards reveals the diversity of issues companies are tackling in their efforts to do well by doing good.

Equally striking are the many, very creative approaches companies and causes took at the intersection of profit and purpose last year. For example:

  • A video game marathon that raised funds to put veterans back to work.
  • An app that helps autistic children make social and emotional connections.
  • Canvas shoes turned into artwork to support high school arts programs.
  • “Thumb Socks” that help persuade teens from texting and driving.

More than 100 entries were received in the Cause Marketing Forum’s competition for North American programs designed to yield social and financial dividends. Gold and Silver winners in each of ten categories will be announced at the 2016 Cause Marketing Forum Annual Conference in Chicago June 1-2, 2016.

Programs named finalists in multiple categories include

  • Bank of America’s “Pass the Flame” campaign with Special Olympics promoting inclusion of people with intellectual disabilities in sports and in life;
  • Think it Up’ Staples/DonorsChoose.org partnership supporting student-powered, teacher-led projects in classrooms across the country;
  • Gateways and Getaways’, a bird- and flight-centric education program for New York families from JetBlue and the Wildlife Conservation Society;
  • Dementia-Friendly Massachusetts’ which Senior Living Residences developed to help people better understand the challenges of living with dementia;
  • #Unlimited’ a tween-targeted back to school program from Old Navy and Boys & Girls Clubs of America to support summer programming for kids.

[Source: CSRWire]


You might expect that cause marketing would be the kind of intangible, feel-good advertising to get axed in a recession. Instead, quite the opposite is true, as major marketers, from retailers such as Sears, Target and OfficeMax to packaged-goods players such as General Mills and P&G, find that cause marketing efforts actually help persuade weary consumers to spend. It’s a win-win for everyone, no matter what side of the cash register you stand.

Click here to see how cause marketing can be a win-win for you.

Mary Shaw