Tag Archives: cause marketing

French Literacy Campaign


Marketing is key not only to promoting and selling commercial products, but it is also critical to building awareness for social issues and can help motivate people to do good deeds. A recent French campaign for literacy is an eye-catching promotion that makes a viewer do a double-take and view an advertisement in a new way. In this campaign, the images look like high fashion, but their appeal is for more than generating revenue.

The campaign won the prestigious ‘Yellow Pencil’ award from the Designers and Art Directors Club (D&AD) – one of the highest honors in the annual awards show. View the ads and see the campaign for yourself. Then, think about how this approach might be used for other public service awareness campaigns.

Group Activities and Discussion Questions:

1. Discuss the impacts of literacy in terms of a global economy.
2. Show the advertising series in class:
http://www.huffingtonpost.com/2013/04/18/literacy-campaign-poster-award_n_3112109.html3. Are these effective ads? Why or why not?
4. Divide students into teams. Have each team select a non-profit or public interest topic to address.
5. What are key messages that would be effective? Target audience to reach with the campaign?
6. Finally, have students create storyboards or ads.

Source:  Huffington Post, 4/18/13


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Garment Recycling Program at H&M Stores


Is your closet too full? Do you have clothing items you no longer wear or don’t fit? Do you want to do a good deed and help the planet? Look no further than the local H&M clothing store.

As part of a new fashion campaign called “Conscious Collections,” H&M has launched a global garment recycling program. H&M is the second largest clothing retailer in the world, so when it makes a statement, it does so on a global scale. The garment recycling program – available in 269 locations in the United States plus 48 international locations – will give customers vouchers worth 15% off a future purchase whenever they bring a bag of clothes to donate.

H&M has partnered with Global Green USA – the sole beneficiary of the massive recycling program. A partner company – I:Collect – will reprocess all donated garments for new use. H&M also announced the company would partner with the World Wildlife Federation on initiatives to improve the global water supply, particularly where wet processes are used in manufacturing.

Group Activities and Discussion Questions:

  1. Show the Conscious Collections video: http://youtu.be/futi8gcU79w
  2. Bring up the H&M Web site: http://www.hm.com/us/
  3. View Global Green USA’s site: http://www.globalgreen.org/
  4. View I:Collect’s site: http://www.ico-spirit.com/en/homepage/
  5. Discuss recycling programs as part of marketing programs.
  6. How does the recycling program integrate with other H&M marketing tactics?
  7. How can other companies implement similar initiatives?
  8. What is the impact of cause marketing and social issues for companies?

Source:  New York Times, Brandchannel.com, other news sources, 2/21/13

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