tag:blogger.com,1999:blog-62205607101941440462024-02-06T20:40:03.745-06:00Good ConceptsIdeas that make a business and social impactBrian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.comBlogger28125tag:blogger.com,1999:blog-6220560710194144046.post-16814591979606246872011-01-25T12:24:00.007-06:002011-01-25T14:40:56.587-06:00Seeking Good People Doing Good Work<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCsPf_V4Rv1jvszrrEoQq4FHPjnrKCplCOo2Bbt6tGVM1QWA14EFc36pE3nwQPiV9j7O5U93gyO_7wvf-6JnCIB2lIOl3vsxXrXOjeCVKAg6KmujQsWMGPCKJOUePBWq-jPQTfNKt7x8Vv/s1600/Screen+shot+2011-01-25+at+2.37.30+PM.png"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 135px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCsPf_V4Rv1jvszrrEoQq4FHPjnrKCplCOo2Bbt6tGVM1QWA14EFc36pE3nwQPiV9j7O5U93gyO_7wvf-6JnCIB2lIOl3vsxXrXOjeCVKAg6KmujQsWMGPCKJOUePBWq-jPQTfNKt7x8Vv/s400/Screen+shot+2011-01-25+at+2.37.30+PM.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5566225647613354418" /></a><div><br /><div><span class="Apple-style-span" style=" ;font-family:'trebuchet ms';">A</span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">re you ready to use your skills and experience to make a real difference? In both a brand's performance and the world around us?</span></span></div><div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Our agency is looking for key talent in account management and creative to join our </span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">entrepreneurial </span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">team in Dallas, Central Coast CA, and NYC. </span></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div><div style="text-align: left;"><span class="Apple-style-span" style=" line-height: 15px; font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">At Causemedia Group we create engagement that drives interaction with brands, builds millions of consumer advocates, and raises awareness and money for charitable causes. We’re a 10 year old cause marketing platform company offering a full suite of services from consulting to traditional creative to social media through our family of agencies: patron (integrated cause marketing), StudioGood (digital and social media), Kompolt (eBay charity auctions), and WhatGives!? (non-profit fundraising tools). We partner with other agencies and work directly with brands such as eBay, UNICEF, Food Network, Bloomingdales, Grammy Foundation, and Best Buy. We recently won the Mashable Award for Most Creative Social Good Campaign for </span><a href="http://www.twitchange.com/"><span class="Apple-style-span" style="font-size: small;">Twitchange</span></a><span class="Apple-style-span" style="font-size: small;"> and our work has been profiled twice in </span><i><span class="Apple-style-span" style="font-size: small;">The New York Times: </span></i><span class="Apple-style-span" style="font-size: small;">for </span><a href="http://nyti.ms/fAPd81"><span class="Apple-style-span" style="font-size: small;">Check-in For Charity presented by Microsoft and PayPal</span></a><span class="Apple-style-span" style="font-size: small;">, and for </span><a href="http://nyti.ms/hqqTAt"><span class="Apple-style-span" style="font-size: small;">Fatburger</span></a><span class="Apple-style-span" style="font-size: small;">.</span></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="line-height: 15px; font-size: small;"><br /></span></span></div><div style="text-align: left;"><span class="Apple-style-span" style=" line-height: 15px; font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">For more visit </span><a href="http://causemediagroup.com/"><span class="Apple-style-span" style="font-size: small;">http://causemediagroup.com</span></a><span class="Apple-style-span" style="font-size: small;"> and </span><a href="http://www.studiogood.com/"><span class="Apple-style-span" style="font-size: small;">http://www.StudioGood.com</span></a></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Account Manager: positions available in Dallas and NYC. D</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">igital, social media and promotions experience required. Interest or experience in cause marketing a plus. Ability to work in a fast moving, fluid, and collaborative dynamic essential. Ideal candidate is a mix of right brain/left brain and both a thinker and a doer. Role is somewhere in between a Sr. AE and Supervisor level at a traditional agency. Personalty and cultural fit take precedent over pedigree.</span></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Web Developer: positions available in San Luis Obispo, Dallas, and NYC. See full job description here: </span><a href="http://causemediagroup.com/jobs.html"><span class="Apple-style-span" style="font-size: small;">http://www.causemediagroup.com/jobs.html</span></a></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: left;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Email resume and work samples to: </span><a href="mailto:%20brian.powell@causemediagroup.com"><span class="Apple-style-span" style="font-size: small;">brian.powell@causemediagroup.com</span></a></span></div><div><!--StartFragment--><blockquote><span class="Apple-style-span" style="font-family:'Helvetica Neue';font-size:130%;"><span class="Apple-style-span" style="font-size:15px;"><br /></span></span></blockquote></div></div></div></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com6tag:blogger.com,1999:blog-6220560710194144046.post-34745528562612782342011-01-19T12:55:00.003-06:002011-01-19T13:11:09.639-06:00Big D Superbowl of Service<span class="Apple-style-span" style="font-family: Arial; font-size: 12px; "><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;">Not exactly the way the Cowboys envisioned it, but they and the greater Dallas area are hosting the Superbowl this year at Jerryworld. No matter what teams make it to the Big Game, the community is who really wins through the many service projects that happen every year when the ultimate game comes to town.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;">A sampling:</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: medium; ">The Athletes in Action/Bart Starr Award was created to honor the NFL player who best exemplifies outstanding character and leadership in the home, on the field and in the community: <a href="http://www.superbowlbreakfast.com/award.aspx">http://www.superbowlbreakfast.com/award.aspx</a></span></div></span></span><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;">PepsiCo's Taste of The NFL</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"> is a Super Bowl party with a purpose! This over-the-top food and wine extravaganza brings together the country’s top chefs as well as current and alumni NFL players to represent each NFL city. </span></span><span class="Apple-style-span" style="font-family: 'trebuchet ms'; font-size: medium; ">Super Bowl XLV will mark the Taste of the NFL’s 20th year raising money and awareness for hunger relief. All net proceeds are contributed to food banks in the surrounding region. Taste’s goal is to raise $1 million in net revenue to be allocated to North Texas food pantries and to food banks in all 32 NFL cities. </span><span class="Apple-style-span" style="font-family: 'trebuchet ms'; font-size: medium; "><a href="http://tasteofthenfl.com/superbowl.html">http://tasteofthenfl.com/superbowl.html</a></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div><h3 style="text-align: justify;margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"><span class="Apple-style-span" style="font-weight: normal;">16th Annual Rebuilding Together Project enables volunteers to </span></span></span><span class="Apple-style-span" style="font-family: 'trebuchet ms'; font-weight: normal; font-size: medium; ">work side-by-side with NFL greats and local community leaders to refurbish and revitalize about 20 homes in desperate need of repair.</span></h3><h3 style="text-align: justify;margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><span class="Apple-style-span" style="font-family: 'trebuchet ms'; font-weight: normal; font-size: medium; "><a href="http://superbowlblog.dallasnews.com/archives/2011/01/reporter-erinn-connor-spent-th.html">http://superbowlblog.dallasnews.com/archives/2011/01/reporter-erinn-connor-spent-th.html</a></span></h3></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: medium;">For more visit: <a href="http://www.northtexassuperbowl.com/going-major-nfl-events">http://www.northtexassuperbowl.com/going-major-nfl-events</a></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: 13px; "><br /></span></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-44511699057755396712011-01-19T12:18:00.002-06:002011-01-19T12:21:28.389-06:00Gandhi's Seven Deadly Social Sins<span class="Apple-style-span" style="font-family: Times; font-size: medium; -webkit-border-horizontal-spacing: 2px; -webkit-border-vertical-spacing: 2px; "><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; "><div><span class="Apple-style-span" style="-webkit-border-horizontal-spacing: 2px; -webkit-border-vertical-spacing: 2px; "><span class="Apple-style-span" style="font-family:'trebuchet ms';">Came across this yesterday and was struck by it's brilliance and brevity.</span></span></div><div><span class="Apple-style-span" style="-webkit-border-horizontal-spacing: 2px; -webkit-border-vertical-spacing: 2px; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div><span class="Apple-style-span" style="-webkit-border-horizontal-spacing: 2px; -webkit-border-vertical-spacing: 2px; "><b><span class="Apple-style-span" style="font-family:'trebuchet ms';">Gandhi's Seven Deadly Social Sins</span></b></span></div><div><span class="Apple-style-span" style="-webkit-border-horizontal-spacing: 2px; -webkit-border-vertical-spacing: 2px; "><b><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></b></span></div><span class="Apple-style-span" style="font-family:'trebuchet ms';">Wealth without Work</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br />Pleasure without Conscience<br />Science without Humanity<br />Knowledge without Character<br />Politics without Principle<br />Commerce without Morality<br />Worship without Sacrifice</span></span>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com2tag:blogger.com,1999:blog-6220560710194144046.post-71337871143715643232010-04-23T11:42:00.004-05:002010-04-23T11:55:02.516-05:00Cause Consumer Outlook 2010<div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">iconoculture has released a consumer outlook on cause for 2010. It reflects the growing maturity </span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">of the cause marketing discipline and in turn the growing savvyness of consumers.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">In short, just "doing something" isn't enough. Real commitment, transparency and trackability, and localization are the emerging trends.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: justify;"><a href="http://goodconcepts.posterous.com/cause-consumer-outlook-2010"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">View or download the full one-pager.</span></span></a></div><div><br /></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com10tag:blogger.com,1999:blog-6220560710194144046.post-6335770234747207782010-03-02T23:01:00.004-06:002010-03-02T23:07:49.787-06:00Going from Org to Brand<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimJUhgk-e2hQp2AG1vYbSHbBBNMlShKsx6HXNCv4jbJgie_k8rHA6ffTCxGNSG1g-35i9Y7Fcx9us7Wl9J3OpeM9uOCAyol2Zq5wYQYMRggJOBy2lYXhEb602VIbc0d7eZ0g71Q8-7KPbV/s1600-h/Picture+85.png"><img style="cursor:pointer; cursor:hand;width: 400px; height: 227px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimJUhgk-e2hQp2AG1vYbSHbBBNMlShKsx6HXNCv4jbJgie_k8rHA6ffTCxGNSG1g-35i9Y7Fcx9us7Wl9J3OpeM9uOCAyol2Zq5wYQYMRggJOBy2lYXhEb602VIbc0d7eZ0g71Q8-7KPbV/s400/Picture+85.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5444269159006711650" /></a><br /><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Wearing multiple hats (ad agency exec, cause marketing consultant, soccer dad) I was honored to guest speak at the national conference of a youth and sports non-profit last week, the </span></span><a href="http://www.usyouthsoccer.org/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">U.S. Youth Soccer Association</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">. Here’s the synopsis provided to conference attendees:</span></span></div><!--StartFragment--><span style="font-family:Arial;"><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><span style="font-size:11pt;"><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Going from Org to Brand</span></span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">How to articulate and activate</span></span></div><div style="text-align: justify;"> </div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">What does your organization really stand for? Do you struggle getting your message out? This session will look at creating a memorable brand and packaging your assets to deliver a consistent message, to both your membership and potential sponsors. Powell has worked with premier nonprofit and corporate brands such as Lance Armstrong Foundation, Make-A-Wish Foundation, Meals on Wheels, Nokia, Dr Pepper, Harrah’s Entertainment, and Pizza Hut. As an advocate of ideas with business and social impact, he is a leading cause marketing consultant and commentator.</span></span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Some of my key talking points were that shifting from org to brand means knowing not just who you are but what you’re </span></span><i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">really </span></span></i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">about. And how that can help grow your current membership and your prospective partners. It’s tapping into the power of branding to set you up and apart. It’s creating movements through moments. It’s articulating and activating as a brand in way that does more than convey or communicate, it compels. </span></span></div> <div style="text-align: justify;"><br /></div> </span></span> <!--EndFragment-->Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com25tag:blogger.com,1999:blog-6220560710194144046.post-21564252717270763142010-02-18T17:11:00.006-06:002010-02-18T17:25:42.279-06:00Do these actions fit the Olympic ideals?<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_ZXjcweEPV9Qer2jsCSsBhPNLO-n3OI6d3dCiK3yQV2p5sfPfBzNwhwyjr4QAnODERJHlesy2VNeQT3eRlfOtp-2Awz8caNKCBDX32hEtBhU1l32eycTAnJXfPKWcIRne4SswDVskzzOs/s1600-h/olympics.jpg"><img style="cursor:pointer; cursor:hand;width: 400px; height: 298px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_ZXjcweEPV9Qer2jsCSsBhPNLO-n3OI6d3dCiK3yQV2p5sfPfBzNwhwyjr4QAnODERJHlesy2VNeQT3eRlfOtp-2Awz8caNKCBDX32hEtBhU1l32eycTAnJXfPKWcIRne4SswDVskzzOs/s400/olympics.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5439726516612431394" /></a><br /><div style="text-align: justify;"><span class="Apple-style-span" style=" ;font-family:Arial, serif;"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/sagamiono/"><span class="Apple-style-span" style="font-size:x-small;">http://www.flickr.com/photos/sagamiono/</span></a><span class="Apple-style-span" style="font-size:x-small;"> / </span><a rel="license" href="http://creativecommons.org/licenses/by/2.0/"><span class="Apple-style-span" style="font-size:x-small;">CC BY 2.0</span></a></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:Arial, serif;font-size:130%;"><span class="Apple-style-span" style="font-size:15px;"><br /><span class="Apple-style-span" style="font-size: small;">Big sports events like the Super Bowl and NBA All-Star Game are a financial boon to host cities, bringing short term incremental revenue to the area and enabling longer term infrastructure such as roads and buildings that remain for years after the event concludes. Perhaps the most magnified of these examples is the Olympics, Winter or Summer. So I was saddened to read the following from </span><i><span class="Apple-style-span" style="font-size: small;">Dallas Morning News</span></i><span class="Apple-style-span" style="font-size: small;"> columnist Jean-Jacques Taylor as he covers the Olympics from Vancouver,:</span></span></span></div><!--StartFragment--><span style="font-family:Arial;"><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><span style="font-size:11pt;"><div style="text-align: justify;"><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size: small;">“The underground train stations are pristine. Police officers, imported from throughout Canada, seemingly patrol every street corner.</span></span></div> <i><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">Volunteers wearing powder blue ski vests or jackets answer every question with a smile whether they're providing dinner suggestions or directions.</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">Vancouver, as beautiful as any city in North America, wants us to see all it has to offer during the 2010 Olympics.</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">The city does not want us to see the Eastside, about a 15-minute walk east of the exclusive waterfront area and the fashionable shopping district on Robson Street. The Vancouver Organizing Committee for the Games (VANOC) doesn't want us to see the Eastside either.</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">It doesn't want us to see its homeless. Or its drug addicts. Or its mentally ill.</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">That's really the problem with any mega event that descends upon a city, whether it's the Olympics or the Super Bowl coming to North Texas next year.</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">Local governments and organizing groups pour so much money into making the host city look its best that the less fortunate among us get overlooked.</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">It's unacceptable”</span></div> </i><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">To be fair, the organizers of these massive productions typically do include a philanthropic component to the overall gameplan. These often involve major non-profits and their regional affiliates working with league officials and players to benefit the community in the days leading up to the event. But is it enough given the tremendous windfall generated by the event? And I for one cannot find any cause related or social activities tied to the Olympics. While it’s OK not to go above and beyond, according to this report, the principals involved with the Olympics and Vancouver as host have not lived up to basic levels of decency. Or to their own ideals.</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">The Olympic ideal is all about the human spirit that crosses all boundaries of race, religion, and politics and allows all to compete on a balanced playing field. The official Olympic creed is as follows: “The most important thing in the Olympic Games is not to win but to take part, just as the most important thing in life is not the triumph but the struggle. The essential thing is not to have conquered but to have fought well.”</span></div> <div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">We owe it to each other to ensure that the human spirit can thrive, and that everyone can play the game of life on the same balanced field where can they can at least have a shot in the struggle, even if they can’t win.</span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">[read the entire column </span><a href="http://bit.ly/9eT2L6"><span class="Apple-style-span" style="font-size: small;">here</span></a><span class="Apple-style-span" style="font-size: small;"> ]</span></div> </span></span> <!--EndFragment-->Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com7tag:blogger.com,1999:blog-6220560710194144046.post-63294732581778084672010-02-09T11:50:00.005-06:002010-02-09T11:57:30.258-06:00Ask Me About Cause Marketing<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoINijpgPvfk4hmVo6pbs_LDlJi_44s3xNAvd9MgGWDJKBcdEyIVySmUdVlPUBbs9jvNXTUlu55d1GFHHuNbNNKpaNoQ6snclW7bOEaDOrCwk27N3G92NYtlemObSIgTbzHqn4bxXozd9h/s1600-h/river.jpg"><img style="cursor:pointer; cursor:hand;width: 400px; height: 386px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoINijpgPvfk4hmVo6pbs_LDlJi_44s3xNAvd9MgGWDJKBcdEyIVySmUdVlPUBbs9jvNXTUlu55d1GFHHuNbNNKpaNoQ6snclW7bOEaDOrCwk27N3G92NYtlemObSIgTbzHqn4bxXozd9h/s400/river.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5436303648803724370" /></a><div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: x-small;">image by </span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-weight: bold; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-weight: normal;"><span class="Apple-style-span" style="font-size: x-small;"><a href="http://www.flickr.com/photos/h-k-d/">h.koppdelaney</a> </span></span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-weight: normal;"><span class="Apple-style-span" style="font-size: x-small;">used under cc licen</span></span></span><span class="Apple-style-span" style="font-family: Georgia, serif; font-weight: normal; "><span class="Apple-style-span" style="font-size: x-small;">se </span></span></span></div><div><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoINijpgPvfk4hmVo6pbs_LDlJi_44s3xNAvd9MgGWDJKBcdEyIVySmUdVlPUBbs9jvNXTUlu55d1GFHHuNbNNKpaNoQ6snclW7bOEaDOrCwk27N3G92NYtlemObSIgTbzHqn4bxXozd9h/s1600-h/river.jpg"></a><br /><!--StartFragment--><span style="font-size:85%;"><span style="font-family:Arial;"><span style="font-size:10pt;">This poem reminded me of cause marketing in that our actions and lives speak for themselves. Brands and consumers doing the right thing, and living up to convictions.<br /></span></span></span><div><span style="font-size:85%;"><span style="font-family:Arial;"><span style="font-size:10pt;"><br /></span></span></span><span style="font-family:Arial;"><span style="font-size:78%;"><span style="font-size:9pt;">William Stafford, “Ask Me”<br /></span></span><span style="font-size:85%;"><span style="font-size:10pt;"><br />Some time when the river is ice ask me<br />mistakes I have made. Ask me whether<br />what I have done is my life. Others<br />have come in their slow way into<br />my thought, and some have tried to help<br />or to hurt: ask me what difference<br />their strongest love or hate has made.<br /><br />I will listen to what you say.<br />You and I can turn and look<br />at the silent river and wait. We know<br />the current is there, hidden; and there<br />are comings and goings from miles away<br />that hold the stillness exactly before us.<br />What the river says, that is what I say. </span></span></span> <!--EndFragment--> </div></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com2tag:blogger.com,1999:blog-6220560710194144046.post-4995978048559354642010-02-01T13:48:00.006-06:002010-02-01T14:04:44.198-06:00#whatifwed<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijKGzwv5jl0u_qok3smkmuJqVX0reAlaRXGAMFtYasqAiSgZBV_Q0unagmPmslbe-HxNRUGF1egrxraFo_h6gwdd3bpESbPIudcLkFxCUnjlAJD-9mHBbwV8LyY2so2mbjodC0sbzEkrti/s1600-h/whatif.jpg"><img style="cursor:pointer; cursor:hand;width: 400px; height: 267px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijKGzwv5jl0u_qok3smkmuJqVX0reAlaRXGAMFtYasqAiSgZBV_Q0unagmPmslbe-HxNRUGF1egrxraFo_h6gwdd3bpESbPIudcLkFxCUnjlAJD-9mHBbwV8LyY2so2mbjodC0sbzEkrti/s400/whatif.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5433367364310129538" /></a><br /><div style=""><span class="Apple-style-span" style="font-family: 'trebuchet ms', serif; "><span class="Apple-style-span" style="font-size: x-small;">image used under cc by </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; color: rgb(102, 102, 102); "><b property="foaf:name"><a href="http://www.flickr.com/photos/fadedmilkyway/" title="Link to mela sogono's photostream" rel="dc:creator cc:attributionURL" style="color: rgb(0, 99, 220); text-decoration: underline; "><span class="Apple-style-span" style="font-size: x-small;">mela sogono</span></a></b></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">You may have noticed a common thread lately about shifting models and approaches as cause marketing continues to evolve. I wrote a related piece last week “<a href="http://www.thegoodconcepts.com/2010/01/shift-business-good-to-good-business.html">Shift: Business Good to Good Business</a>" t<span class="Apple-style-span" style=" ;font-family:Georgia, serif;font-size:16px;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">hen noticed my cause colleague <a href="http://www.twitter.com/scottyhendo">Scott Henderson</a> and friends had launched a likeminded blog called <a href="http://causeshift.com/about/">CauseShift</a>. S</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">o with that kindred spirit I had the pleasure to guest post with a piece on applying a new cause related marketing approach to the devastating situation in Haiti.</span></span></span></span></span></div><span> <div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><i>“</i></span></span></span><span style="color:#555555;"><span><span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><i>What if we could bridle the millennial passion for service and match with the burdensome need in Haiti? What if colleges, students, companies, and Haitian relief organizations partnered for a special “Haitian Helping Hand” service opportunity this summer? </i></span></span></span></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;color:#555555;"><br /></span></div><div style="text-align: justify;"><span style="color:#555555;"><span><span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><i></i>Read the post at <a href="http://causeshift.com/2010/02/01/what-if-brian-powell/">CauseShift</a>. </span></span></span></span></span></div></span><span style="color:#555555;"><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div></span><span style="font-family:Arial;"><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">How many times have you read an article, sat in a meeting, had a conversation, or watched a program and said, “Wow, what if...?" It’s the shift from passively receiving information and actively engaging with potential implications and applications. It’s adding value. And in that vein I’ve started hashtag <a href="http://twitter.com/#search?q=%23whatifwed">#whatifwed</a> and this and every Wednesday invite you to <a href="http://www.twitter.com/goodconcepts">join me on twitter</a> in ideating on the fly. Who knows, what if we generate a big idea that shifts everything? </span></span></div></span>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com2tag:blogger.com,1999:blog-6220560710194144046.post-58210548379784317732010-01-24T18:57:00.011-06:002010-01-27T15:19:17.556-06:00Shift: Business Good to Good Business<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-10LM_HNB0NsR50PTPaqkeKKo8ckDFa6DiUAb5tLMDPQlvibl4PcyVwlTjrrag2CqFEAtJO8PzoqQuzhQywObg5m4P0r68YOVnjsov-U05CwM6iOTnX33ZLBx9ec4fCrJWm0_PI5gCPde/s1600-h/3651299665_b3e830431f.jpg"><img style="cursor:pointer; cursor:hand;width: 400px; height: 301px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-10LM_HNB0NsR50PTPaqkeKKo8ckDFa6DiUAb5tLMDPQlvibl4PcyVwlTjrrag2CqFEAtJO8PzoqQuzhQywObg5m4P0r68YOVnjsov-U05CwM6iOTnX33ZLBx9ec4fCrJWm0_PI5gCPde/s400/3651299665_b3e830431f.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5431530642113504018" /></a><div><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-10LM_HNB0NsR50PTPaqkeKKo8ckDFa6DiUAb5tLMDPQlvibl4PcyVwlTjrrag2CqFEAtJO8PzoqQuzhQywObg5m4P0r68YOVnjsov-U05CwM6iOTnX33ZLBx9ec4fCrJWm0_PI5gCPde/s1600-h/3651299665_b3e830431f.jpg"></a><span class="Apple-style-span" style="font-family: 'trebuchet ms', serif; "><a rel="cc:attributionURL" href="http://www.flickr.com/photos/bud_caddell/"><span class="Apple-style-span" style="font-size: small;">http://www.flickr.com/photos/bud_caddell/</span></a><span class="Apple-style-span" style="font-size: small;"> / </span><a rel="license" href="http://creativecommons.org/licenses/by/2.0/"><span class="Apple-style-span" style="font-size: small;">CC BY 2.0</span></a></span><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><span class="Apple-style-span" style="font-size:medium;"><br /><span class="Apple-style-span" style="font-family: 'Trebuchet MS', serif; "><span class="Apple-style-span" style="font-size:small;"><br /></span></span></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><span class="Apple-style-span" style="font-size:medium;"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', serif; "><span class="Apple-style-span" style="font-size:small;">As I've </span><a href="http://www.thegoodconcepts.com/2009/06/done-right-doing-whats-right-always.html"><span style="text-decoration:none;text-underline:nonecolor:#521291;"><span class="Apple-style-span" style="font-size:small;">previously written</span></span></a><span class="Apple-style-span" style="font-size:small;">, cause marketing must continue to evolve, and in 2010 that will include a significant shift in what's deemed good enough.</span></span><br /></span> <p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span style="font-family:'Trebuchet MS';"><o:p><span class="Apple-style-span" style="font-size:small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span style="font-family:'Trebuchet MS';"><span class="Apple-style-span" style="font-size:small;">Increasingly its less about a "feel good" act by business to stand out through an emotive appeal, and more of an act of "good business" that's an inherent component of making a business and social impact. And to appease the growing expectations of an informed citizen consumer. The difference? For example, splashy but thin social responsibility announcements vs. a top-down sustainability strategy that meets the needs of the three P's of profit, people, planet. Or a vague transactional model of portion of proceeds will benefit... vs. a long term commitment to a cause and a strategic alliance with a related non-profit that cuts across all facets of the brand and it's marketing.</span></span><span style="font-family:'Trebuchet MS';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span style="font-family:'Trebuchet MS';"><o:p><span class="Apple-style-span" style="font-size:small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span style="font-family:'Trebuchet MS';"><o:p><span class="Apple-style-span" style="font-size:small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span style="font-family:'Trebuchet MS';"><span class="Apple-style-span" style="font-size:small;">And guess what, with increased transparency requirements, it means consumers aren't passively smiling at what you do but actively engaged to vet it's merits and talk to others about it. The opportunity of course is to empower and amplify these citizen consumers with authentic cause marketing efforts. To wit, from a recent Iconoculture "Big Ideas / Trends" webinar: </span></span><span style="font-family:'Trebuchet MS';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style=" font-style: italic; font-family:'Trebuchet MS', serif;font-size:medium;"><span class="Apple-style-span" style="font-size:small;"> </span><span class="Apple-style-span" style="font-size:small;">Big Idea </span><span class="Apple-style-span" style="font-size:small;">• </span><span class="Apple-style-span" style="font-size:small;">4: Not Gonna Take It </span><span class="Apple-style-span" style="font-size:small;">— To put it simply, people have some edge to their attitudes. But in 2010, that won’t mean futile stewing. Citizen-consumers are feeling empowered to tap the crowd for power and change.</span></span></span></p><p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS', serif;font-size:small;">trendwatching.com concurs:</span></p><p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-size:medium;"><i><span style="font-family:'Trebuchet MS';"><span class="Apple-style-span" style="font-size:small;">GENERATION G (for Generosity) isn't about anger and recessions...</span></span></i><i><span style="font-family:'Trebuchet MS';"><span class="Apple-style-span" style="font-size:small;">Challenging times see people craving care, empathy, sympathy and generosity. Expect to hear even more about caring, as that’s what consumers and citizens will demand from governments and organizations: someone to take care of their jobs, their savings, their fellow citizens.</span></span></i></span></span></p><p class="MsoNormal" style="text-align:justify;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-size:medium;"><span style="font-family:'Trebuchet MS';"><span class="Apple-style-span" style="font-size:small;">So how are you shifting to a cause model that's more ingrained in the brand's DNA and less a topical sunscreen?</span></span></span></span></p> <!--EndFragment--> </span></div><div><div><div><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 11px; text-indent: -11px; line-height: 9.3px; font: normal normal normal 9px/normal Times; color: rgb(34, 30, 31); "><span class="Apple-style-span" style=" ;font-size:large;"> <!--EndFragment--> </span></p></div></div></div></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com1tag:blogger.com,1999:blog-6220560710194144046.post-17938446636036133632009-12-07T15:44:00.002-06:002009-12-07T15:54:57.104-06:00Two Cause Marketing Truths: Transparency & Tangibility<span style="font-size:11pt;">I’ve found myself sharing the same two universal truths a lot lately as I consult on cause marketing: the need for transparency and tangibility.<p> Transparency:<br />In addition to new legal requirements, consumers are now demanding extreme transparency on any partnership with a cause or nonprofit for fear of cause-washing. So “portion of proceeds” no longer cuts it. It really needs to be a % or dollar amount. The more specific the better. And if your capping the donation at a predetermined amount then say that. In general there are 3 different cause marketing transactional communication models: 1. “Lump Sum”: In support of nonprofit we’re donating $X as part of our campaign 2. “With Purchase”: During this limited time only $X or %Y of every purchase will go to nonprofit. 3. “Contingency”: Every time a consumer does X we’ll donate $Y to a nonprofit. Of course there’s probably more and these can be combined in various forms for additional models. Which is right depends on the specific program, partners involved, and complexity of other messaging that needs to be shared.</p><p> Tangibility:<br />The more tangible you can make the help, you (as the brand or the consumer) is making with their action the better. As cause marketing has appropriately moved from feel-good halos to trackable change results, we must connect the dots on HOW each person’s participation, whether in the form of sponsorship, purchase, advocacy or awareness makes a difference. $5 feeds 2 people for a day. 1 click = 1 book donated. Tangibility empowers the notion of many small things adding up to a very large thing. And preemptively rewards behavior at the critical decision point by answering the looming question within – ”Will this really make a difference?” As a side benefit, these easy to remember explanations become rally cries easy to share in advertising, word of mouth and social media. <br /><span style="font-size:9pt;"></span></p><p><b><br /></b></p> </span>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-45927095029462545782009-11-24T12:57:00.002-06:002009-11-24T13:03:15.987-06:00Special Event: "Beyond Corporate Philanthropy -- How Social Responsibility Drives Marketers' Bottom Line Results"<span style="font-size:11pt;">Happy to share news of this special upcoming event on cause marketing collaboration by the Advertising Women of New York.<p> Top marketing, advertising research, and non-profit executives discuss how marketers, ad agencies, media and non-profits can effectively partner in this "Reset Economy.”</p><p> What makes this event uniquely helpful is that it provides a forum for both the advertisers and non-profits to have a public dialogue to discuss how best to work together; what is each sector expecting from the other and how can media help. </p><p> Panel includes:<br />Celeste Bottorff, VP Living, Coca-Cola North America</p><p> Patricia H. Clemency, President and CEO, Make-A-Wish Foundation of Metro New York</p><p> Robin Reibel, SVP Media Relations Cause Marketing, Macy’s </p><p> David Shiffman, SVP Media Research Director, MediaVest</p><p> Moderator:<br />Jayne O’Donnell, Money Section Reporter,USA TODAY </p><p> <br />Date: December 10, 2009</p><p> Time:7:45 a.m. -- 9:30 a.m.</p><p> Place: USA TODAY<br />535 Madison Avenue at 54th Street<br />31st Floor</p><p> Tickets: AWNY Members: $35 / Guests: $75</p><p> Facebook:<a href="http://www.facebook.com/event.php?eid=196411716634&ref=ts">http://www.facebook.com/event.php?eid=196411716634&ref=ts</a></p><p> Tickets can be purchased via AWNY website or by phone.</p><p> AWNY: <a href="http://www.awny.org/">www.awny.org</a> Phone: 212-221-7969<br /><span style="font-size:10pt;"><br /></span><span style="font-size:11pt;"></span></p><p> <br /></p><div style=""> <p><br /></p><p><br /></p></div> </span>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-63479857449051276662009-11-20T13:20:00.006-06:002009-11-23T11:44:17.146-06:00Most wonderful time of the year<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ9htATJUd6kGOM33saNYQy6lF_99akB1YtevqI462Bbl-FkaHpWJcgE8P7c7vERO9T4f9bdgojPuWWoSUUsqT_yJxM0yaK-4YEvLrx5sswGztsJ99-UeqhHqv-s7naH3J4WSbA8xtFQvS/s1600/kettle.jpg"><img style="cursor:pointer; cursor:hand;width: 233px; height: 303px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ9htATJUd6kGOM33saNYQy6lF_99akB1YtevqI462Bbl-FkaHpWJcgE8P7c7vERO9T4f9bdgojPuWWoSUUsqT_yJxM0yaK-4YEvLrx5sswGztsJ99-UeqhHqv-s7naH3J4WSbA8xtFQvS/s400/kettle.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5407355489231052114" /></a><br /><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:Arial, serif;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:Arial, serif;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:Arial, serif;"><span class="Apple-style-span" style="font-size:small;">I love this time of year. It gets cooler outside (even in Texas), football is on, and the holidays come one after another. And cause related activity ramps up. <span class="Apple-style-span" style=" ;font-size:16px;"><span class="Apple-style-span" style="font-size:small;"><a href="http://www.livestrongchallenge.org/">Livestrong Challenge</a></span><span class="Apple-style-span" style="font-size:small;"> Austin in Oct. <a href="http://selfishgiving.com/cause-marketing-in-action/halloween-town-09-by-the-numbers">Halloween Town</a> for Boston Medical Center. </span><span class="Apple-style-span" style="font-size:small;">Thanksgiving heralds in many hunger related cause programs such as our Agency’s </span><a href="http://www.honeysucklewhite.com/"><span class="Apple-style-span" style="font-size:small;">Honeysuckle White Turkey with Feeding America</span></a><span class="Apple-style-span" style="font-size:small;">, corporate </span><span class="Apple-style-span" style="font-size:small;"><a href="http://liveunited.org/">United Way campaigns</a>, </span><span class="Apple-style-span" style="font-size:small;">and St. Jude's <a href="https://www.tg.stjude.org/">Thanks and Giving</a>. Christmas is <span class="Apple-style-span" style=" ;font-size:16px;"><span class="Apple-style-span" style="font-size:small;">Macy’s </span><a href="http://social.macys.com/believe2009/#/home"><span class="Apple-style-span" style="font-size:small;">Believe</span></a><span class="Apple-style-span" style="font-size:small;"> campaign with Make A Wish. <span class="Apple-style-span" style=" ;font-size:16px;"><span class="Apple-style-span" style=" ;font-size:small;"><a href="http://www.salvationarmyusa.org/usn/www_usn_2.nsf">Salvation Army Red Kettles</a> pop-up outside stores and many more brands turn to cause marketing this time of year so says <a href="http://bit.ly/TlB0V">New York Times</a>. </span><span class="Apple-style-span" style=" ;font-size:small;">I’m always touched by stories of families that serve at homeless shelters at Thanksgiving. At Christmas some don’t exchange gifts outside immediate family and instead pool money to buy from angel trees. My challenge to all of us is whatever "it" is pick one and do it. And none of this cynical “if only everyone acted like this all year round...” thinking. Yeah people are nicer and more giving and more caring around holidays. Embrace the season and make the best of it, it’s only once a year.</span></span></span></span></span></span></span></span></div><!--StartFragment-->Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com1tag:blogger.com,1999:blog-6220560710194144046.post-7060268105217320582009-10-28T19:15:00.002-05:002009-10-28T19:25:12.652-05:00Nike Helps Hope Ride Again<div><div><div><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirYH5do_s77K6O7NeeD3WLffEU7bh-EFI2og_R1-xWd_lj_7YowQDQsbIDwlV6LVZr3KR_iQrVk1QymzVZihXCm29iHYUYzVpnw9sdokv3B0FksFLxHu8NnVsJJtiDvMQLdrmTN_maCMK7/s1600-h/balloons.jpg"><img style="cursor:pointer; cursor:hand;width: 316px; height: 400px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirYH5do_s77K6O7NeeD3WLffEU7bh-EFI2og_R1-xWd_lj_7YowQDQsbIDwlV6LVZr3KR_iQrVk1QymzVZihXCm29iHYUYzVpnw9sdokv3B0FksFLxHu8NnVsJJtiDvMQLdrmTN_maCMK7/s400/balloons.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5397754605586670914" /></a></div><div><br /></div><div><span class="Apple-style-span" style=" ;font-family:'trebuchet ms', serif;">One of the best cases of cause marketing is the </span><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;">Livestrong</span><span class="Apple-style-span" style=" ;font-family:'trebuchet ms', serif;"> brand created in partnership between </span><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><a href="http://www.youtube.com/watch?v=dI5xSdhwdjY&feature=player_embedded">Nike</a></span><span class="Apple-style-span" style=" ;font-family:'trebuchet ms', serif;"> and the </span><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><a href="http://www.livestrong.org/">Lance Armstrong Foundation</a></span><span class="Apple-style-span" style=" ;font-family:'trebuchet ms', serif;">.</span></div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms', serif;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" ;font-family:'trebuchet ms', serif;"><span class="Apple-style-span" style="font-size:small;">"Hope Rides Again" was Nike's campaign this year in support of Lance Armstrong's return to pro cycling and most notably the Tour de France. Nike has been there from the founding of the Lance Armstrong Foundation and actually created the iconic yellow wristbands that define the Livestrong movement. And it is Nike who sponsors the annual signature fundraising events for the org -- the "<a href="http://www.livestrongchallenge.org/">Livestrong Challenge</a>" across 4 cities including 5k and cycling events.</span></span></div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><!--StartFragment--><span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">My family has made an annual tradition to participate in the Austin 5k Challenge and did so recently. It was a brisk Saturday morning where over 3,200 walkers and runners turned-out to raise more than $4 Million for the weekend, including Sunday’s bike ride.</span></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">But what makes this event, and many similar walk/run fundraising events for charities, so important isn't just the money raised. It's the tribe mentality that's created. It's a club that sometimes you really don't want to be a member of, but if you are, it's so special to be with others with shared experiences. It's the team shirts, home-made signs, tears of sadness AND joy, and melting pot of people (and dogs), that makes these fundraisers so memorable. These sponsored engagements for 1 or 2 days is what keeps advocates engaged throughout the rest of the year. And in this case, how Nike helps Livestrong help hope ride again. </span></span></div></div></div></div></div><div><br /></div><div><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirGmOqKZ_Dflob4d-Qg6rbzn9nMhRKTtuGcdt6ZwFDAyvmfPFstAeJCFLWtZ2s_h2o18G9MofAUwmWvLjONmOZz_zzgPXIYQ_JUWKAt5IFEQjthyphenhyphenDFQkQkoZltx0Ly4cUsTBhXdkyXZltx/s1600-h/go_away.jpg"><img style="cursor:pointer; cursor:hand;width: 400px; height: 300px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirGmOqKZ_Dflob4d-Qg6rbzn9nMhRKTtuGcdt6ZwFDAyvmfPFstAeJCFLWtZ2s_h2o18G9MofAUwmWvLjONmOZz_zzgPXIYQ_JUWKAt5IFEQjthyphenhyphenDFQkQkoZltx0Ly4cUsTBhXdkyXZltx/s400/go_away.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5397753313262259266" /></a><div><div><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirGmOqKZ_Dflob4d-Qg6rbzn9nMhRKTtuGcdt6ZwFDAyvmfPFstAeJCFLWtZ2s_h2o18G9MofAUwmWvLjONmOZz_zzgPXIYQ_JUWKAt5IFEQjthyphenhyphenDFQkQkoZltx0Ly4cUsTBhXdkyXZltx/s1600-h/go_away.jpg"></a><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKrx4qd4C_86ZRqTPC1SdEg22PgT-h51Ow7ViIDrTShDJl2Y29Ufm6X_tYiGXhf2t8GaHrncXKtpDq9hMTgKWMd5mjij5JD95igbEB-Q9FxDWYtkBWSCVwKToaqky3TW957t1gzBKqjlap/s1600-h/survivor.jpg"><img style="cursor:pointer; cursor:hand;width: 286px; height: 400px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKrx4qd4C_86ZRqTPC1SdEg22PgT-h51Ow7ViIDrTShDJl2Y29Ufm6X_tYiGXhf2t8GaHrncXKtpDq9hMTgKWMd5mjij5JD95igbEB-Q9FxDWYtkBWSCVwKToaqky3TW957t1gzBKqjlap/s400/survivor.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5397752684301222898" /></a></div><div><br /></div><div><br /></div></div></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com1tag:blogger.com,1999:blog-6220560710194144046.post-74556793207724280922009-08-26T14:45:00.008-05:002009-08-26T16:59:32.794-05:00New Balance & Komen for the Cure: Running to win<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdwWVzo_i3edqWkvGG5W4ZF9JznJRkeTMOtkKZcyhq4ii5cky-p12ZlU3T86MQ47APEvRQG3z7qk9IK3kxR2zJ3y1eXfnSJN0YaFFWxbPDVYgYkA27TbsCCqPVL4kaIA9Pp3fxzzC-q4Ro/s1600-h/nb_shoes.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 308px; height: 197px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdwWVzo_i3edqWkvGG5W4ZF9JznJRkeTMOtkKZcyhq4ii5cky-p12ZlU3T86MQ47APEvRQG3z7qk9IK3kxR2zJ3y1eXfnSJN0YaFFWxbPDVYgYkA27TbsCCqPVL4kaIA9Pp3fxzzC-q4Ro/s400/nb_shoes.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5372440275429094690" /></a><p class="MsoNormal" style="text-align: left;margin-bottom: 12pt; "><br /></p><p class="MsoNormal" style="text-align: justify;margin-bottom: 12pt; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></p><p class="MsoNormal" style="text-align: justify;margin-bottom: 12pt; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></p><p class="MsoNormal" style="text-align: justify;margin-bottom: 12pt; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></p><p class="MsoNormal" style="text-align: justify;margin-bottom: 12pt; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></p><p class="MsoNormal" style="text-align: justify;margin-bottom: 12pt; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></p><p class="MsoNormal" style="text-align: justify;margin-bottom: 12pt; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><b><br /></b></span></p><p class="MsoNormal" style="text-align: justify;margin-bottom: 12pt; "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;"><b>With New Balance & Susan G. Komen for the Cure celebrating 20 years of running towards the same goal, a world without breast cancer, I interviewed New Balance Brand Marketer Chris Mann on the brand and the use of cause marketing to both differentiate and make a difference</b></span><span class="Apple-style-span" style="font-size:small;"><b>.</b></span></span></p><p class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><b><span class="Apple-style-span" style="font-size:medium;"><br /></span></b></span></p><p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">1. You obviously market in a highly competitive category against some substantially bigger budgets. How would describe the New Balance brand and in turn what makes it different?</span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Yes we do, one of the most competitive environments I've seen. In my view, the New Balance brand has always stood for authentic performance. Our heritage is solidly based in running, with many innovations to our credit including the introduction of width sizing. Our focus as a company has always been on providing the best possible product for every athlete to achieve their goals within running & sports. </span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">What makes us different in my mind is private ownership and the culture that our owners Jim & Anne Davis have built. Our commitment to domestic manufacturing is just one example of how we have chosen to not compromise on something that is important to our associates & customers. New Balance proudly relies on our manufacturing associates to produce a quarter of our North American footwear worn by consumers (approximately 7 million pairs of shoes) in the US each year. We are the only major footwear manufacturer to still produce athletic footwear in the US.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-size:medium;">2. New Balance has stayed away from the traditional sports marketing route of paid celeb athlete endorsement. How would you instead describe your overall marketing approach and how does cause marketing fit into that strategy?</span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">As a result of our focus on developing the best possible products, we've focused our marketing funds towards the goal of providing innovative & top of the line products. Our overall marketing approach has centered around letting every athlete know that we have the right product to help them achieve their goals in running or whatever activity they choose. That could be anyone from the elite world class runners that choose to wear our products to the women walking or running in there local Susan G. Komen Race for the Cure. </span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Cause marketing fits into the strategy because ultimately we are in the business of encouraging people to live active and healthy lifestyles. Study after study shows the link between exercise, nutrition & the other components of a healthy lifestyle and a reduction in risk of breast cancer and many of other health issues. Breast cancer is a cause that is personal for many of our associates and a disease that we can proactively attack and make a difference in by encouraging more people to run, walk, etc.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">There are also strong correlations between exercise & increased self-esteem. One of our other long-term cause partners, Girls on the Run recognizes that around the ages of ages 8-11 girls start to have a difficult time dealing with unrealistic media messages, peer pressure and a variety of other things that start to have a very powerful and negative impact on girls when they reach that age. Girls on the Runs program uses a wonderful curriculum paired with the activity of running to help girls recognize the unique, wonderful skills & talents that they have and it gives them the encouragement to go out and achieve their dreams. </span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">3. While those of us that closely follow cause marketing know that in a down economy it can actually prove even more impactful, I'm curious if there was any reluctance within the organization to move forward with plans for this year?</span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Quite the opposite actually. Although we look very hard at business results and responsibly trimmed our overall marketing spend as a company, our cause marketing initiatives received increased budgets this year. I'm pleased to say that we're doing more than ever before to support our cause partners and let consumers know how they can help.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">4. You're celebrating the 20th of partnership with Susan G. Komen for the Cure. And clearly have taken a very strategic and long term approach. Can you share how and why the initial relationship was formed and how it's perhaps evolved over the years? </span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">I wasn't around back in the days when our partnership began, but my understanding is that there was a desire from some of our associates to get involve on a local level with the Susan G. Komen Race for the Cure starting in 1989. A few years later in 1991 we signed on as a National Sponsor of the Komen Race for the Cure and have been doing it ever since. Having seen success with the Race for the Cure, we decided to expand our involvement with a line of Komen branded products, the "Lace Up for the Cure" Collection in 2004 and shortly thereafter also signed on as a National Sponsor of the Breast Cancer 3-Day walks benefiting Komen. </span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">It has been a wonderful, long-term partnership and one that our associates and customers are proud to support. What I love the most about it is that our programs continue to develop and expand in new and exciting ways each year. A perfect example is our new limited edition Susan G. Komen for the Cure 993 - it's an iconic New Balance shoe redone in pink suede and vibrant packaging calling out the partnership. Even better, we recently ran a promotion where we offered consumers to opportunity to have a pair personalized with their choice of phrases including "In Honor Of", "Running For", "Lace Up!" and "Survivor" along with a name. The response to our limited offering was tremendous, and as a result we'll be making many more pairs available for sale in October.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">5. You must be aware of the existence of a vocal minority backlash associated with Komen: those that feel because of their size and stature they push out smaller yet effective nonprofits, or conversely that they've spread themselves too thin with partnerships and therefore an alliance with them is diluted because so many others are already doing it. How would you respond to those views?</span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">I can understand how people could feel that way, but I personally disagree. There is room for smaller & effective non-profits to compete in this market just as there was room for a smaller shoe company like ourselves to become the #2 footwear brand in the US. It comes down to how can you be more innovative, more responsive & finding a niche that you can be most effective in. I'd also liken Komen to the rising tide that lifts all boats. All breast cancer organizations benefit from the amount of awareness, consumer interest and visibility of the cause that Komen generates via their work.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">As for the high number of corporate partnerships, I do think that it becomes somewhat of a challenge, but again, I come back to how do you do things that are innovative & claim your own specific space among the partners. Would it be easier to stand out if there were less partners? Yes, but those partnerships also drive awareness and interest from our retail customers and consumers which makes it easier to have conversations with them about our programs.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">6. I understand you’re shifting to a new donation model and communication next year. Can you share the thinking behind that? </span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">We currently donate 15% of wholesale sales from our Lace Up for the Cure(R) Collection to Susan G. Komen for the Cure with a minimum guarantee of $500,000 up to $1 million annually. Starting next year, we will change that to 5% of the suggested retail price with the same minimum & maximum. We used wholesale in previous years as it was the easiest for use to track and ensure the proper donation was received by Komen. We're moving to the suggested retail price going forward in the interest of being as transparent as possible for the consumer.</span></span></span></p><p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;"><br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrhwFfzUG7MfCZfe1B0A8EWi9HQNzcDViOBAM79Q11nAJR7_ka-Dz-RfTB1nsOW-rDEII6G9Rxv2XOAwKSblI75YPfdGX2g75qBmFXJxJnytsYQZMQiogFByIjy42OMdv1UvqozX_FX6tt/s1600-h/NB_Poster.jpg"><img style="cursor:pointer; cursor:hand;width: 267px; height: 400px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrhwFfzUG7MfCZfe1B0A8EWi9HQNzcDViOBAM79Q11nAJR7_ka-Dz-RfTB1nsOW-rDEII6G9Rxv2XOAwKSblI75YPfdGX2g75qBmFXJxJnytsYQZMQiogFByIjy42OMdv1UvqozX_FX6tt/s400/NB_Poster.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5372517667543754834" /></a><br /></span></span></span></b></p><p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;"><br />7. In addition to the limited time only product line, what are some of the other components of your Komen partnership? </span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Besides the limited edition 993 program, all our other Lace Up for the Cure products are available year-round and supported via our Race for the Cure, Breast Cancer 3-Day and other sponsorships/programs including our support of the Komen Marathon for the Cure team and our partner ExerciseTV's development of on-demand "pink ribbon" workouts to help runners & walkers training for those events.</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">8. Cause marketing programs, like all marketing platforms, are only as good as people are aware of them. How do you get the word out?</span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><o:p></o:p></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span><!--StartFragment--></span></p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><p class="MsoNormal" style="text-align: justify;"><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;">We've primarily driven awareness through PR and our</span></span><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;"> event sponsorships. This year we have done more in the online/interactive space and will</span></span><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;"> have a stronger push into social media this fall including a some g</span></span><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;">reat video content that showcases our history with Komen. Everyone who was involved with the video project </span></span><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;">couldn't help but be touched by it and get emotional. I can't wait to share it with the world and hope that it touches and inspires them as it did me. In </span></span><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;">addition, our 137 New Balance stores in the U.S. will have a great in-store presence this October including point of sale </span></span><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;">materials, an LCD fixture playing the video I mentioned earlier, an "Experience the Race for the Cure" gift with purchase and a new f</span></span><span style="font-family:Arial;color:black;"><span class="Apple-style-span" style="font-size:small;">undraising pin-up program where we'll ask customers to donate $5 to Susan G. Komen for the Cure in exchange for a $10 coupon. </span></span><span style="mso-bidi-font-family:"Trebuchet MS";mso-bidi-font-family:Arial;font-size:13.0pt;color:black;"><o:p></o:p></span></p> <!--EndFragment--> </span><p></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">9. As you know, in cause marketing the inherent framework strives to deliver results where everyone wins: the consumer, the brand, and a cause or non-profit. Can you share any results related to these key metrics?</span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">The recent personalized Susan G. Komen for the Cure 993 program drove 56,330 unique visits to our website including 1,053 contest entries to win a free pair. Thanks to Robin Roberts wearing her pair on Good Morning America, we also reached approximately 6 million viewers and saw a 67% increase in visitors to </span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><a href="http://newbalance.com/">newbalance.com</a></span></span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> during the hour after the broadcast. We also easily sold out the full allotment of 400 pairs (most of the time within minutes of the daily allotment being released at 12:00am EST) and have generated tremendous interest for the next release in October.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">In 2008, we also saw a 143% ROI on our Race for the Cure sponsorship and 75% ROI for the Breast Cancer 3-Day including excellent sales results at event expos, etc. Our share of participant feet at each of those events is also significantly higher than our overall U.S. market share with 35% of Race for the Cure participants and 29% of 3-Day participants wearing our shoes. Over the course of the year, we interacted with more than 425,000 participants and drove more than 150 million impressions through our sponsorships & PR efforts surrounding Susan G. Komen for the Cure.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">For general brand measures, according to our latest brand tracking study, 36% of active athletic shoe buyers (those who have purchased athletic shoes in the last year) are aware of our support of Komen and that number was even greater for those ages 22-29 (39%) and 30-37 (49%).</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">On the less qualitative side, our retailers and associates consistently tell us how proud they are to be involved and our partnership with Komen and our corporate responsibility efforts in general often comes up in interviews with potential employees when asked what attracted them to New Balance.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">So, overall, we are very pleased with the results and I know that our partners at Komen are pleased with how we've been able to introduce our customers to their cause and raise critical funds for breast cancer initiatives.</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">10. Did the company view the recent Made in USA push as a "cause marketing program?" And how was it similar and different from "Lace Up For The Cure" in its goals or approach?</span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">We didn't necessarily view the <a href="http://newbalance.com/USA/">Domestic Pride</a> initiative as a "cause marketing program", but it certainly has a similar feel in that it centers around something that is personal to our associates and an important part of our company's history. However, the goals are certainly the same in many ways - we want to talk about issues that are important to our customers and let them know that we care about them too. In an environment where consumers are overwhelmed with more marketing messages than ever, trust in corporations is at an all-time low, and people have less discretionary funds to spend, we're hopeful they'll then choose to support us and join us in making a difference.</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">11. Are there other sports brand / non-profit cause programs out there that you admire or closely follow?</span></span></span></b><b><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></b></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">We follow what other Komen partners are doing and am consistently impressed with the variety of programs that are being developed. On a more regional level, I started my career at Dana-Farber Cancer Institute here in Boston and can't think of a finer example of a sports/cause partnership than what the Red Sox and Dana-Farber's Jimmy Fund have done over the last 50+ years in New England. It would be great to see more professional sports teams follow that model to leverage the strength of their brands & passion of their fan base to support local causes.</span></span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><o:p></o:p></span></span></span></p><p class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></p><p class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">To learn more about New Balance's partnership with Komen visit </span><span class="Apple-style-span" style=" ;font-family:Georgia;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> </span></span><span style="color:black;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><a href="http://www.newbalance.com/komen"><span class="Apple-style-span" style="font-size:small;">www.newbalance.com/komen</span></a><span class="Apple-style-span" style="font-size:small;"> and you can follow Chris on twitter <a href="http://twitter.com/chrisrmann">@ChrisRMann</a></span></span></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=" ;color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"> </span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=" ;color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"> </span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=" ;color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"> </span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=" ;color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"> </span></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=" ;color:black;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"> </span></o:p></span></p> <!--EndFragment-->Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com2tag:blogger.com,1999:blog-6220560710194144046.post-27968572550379842412009-08-15T19:36:00.011-05:002009-08-15T20:26:01.491-05:00Redbird Rising<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHaTGKvNvWZNOLg-v5kjQe_boqMzk9BuU8WPwNR6q-YlBNpT7eSOCPkBazG2ddVc_p3LiuKV8sc7eA1WTQCD7pBeuKwDzdmtUa_Mh7KDpBeLvDe9Yysa7cHoDvuHgyldD-o9DSW_wpXULW/s1600-h/redbird.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 400px; height: 282px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHaTGKvNvWZNOLg-v5kjQe_boqMzk9BuU8WPwNR6q-YlBNpT7eSOCPkBazG2ddVc_p3LiuKV8sc7eA1WTQCD7pBeuKwDzdmtUa_Mh7KDpBeLvDe9Yysa7cHoDvuHgyldD-o9DSW_wpXULW/s400/redbird.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5370366289514686866" /></a><span class="Apple-style-span" style="font-size: small;"><br /></span><!--StartFragment--> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; font-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; font-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; font-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS';color:#333333;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></p><p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS';color:#333333;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></p><p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS';color:#333333;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></p><p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS';color:#333333;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></p><p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS';color:#333333;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></p><p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS';color:#333333;"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></p><p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="font-family:'Trebuchet MS';font-size:100%;color:#333333;"><span class="Apple-style-span" style="font-size: 13px;"><br /></span></span></p><p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-size: 10px; font-weight: bold; "><span class="Apple-style-span" style="font-family:'trebuchet ms';">Artwork by Griffin Powell</span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="color:#333333;"><o:p><span class="Apple-style-span" style="font-size: x-small;"><b><span class="Apple-style-span" style="font-family:'trebuchet ms';"> </span></b></span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">I am 3 years cancer free as of today, August 15, 2009. A special day for me and my family and will always be a date of unique signifigance for the rest of my life. I am sitting on a beach and the sound of the waves and wind are truly meditative. I have a perpetual smile on my face and I'm not a smiley person. I've made progress towards my goals over the past year. But in many I've fallen short. Even still, it's a journey not a race.</span></span><span style="font-family:"Trebuchet MS";mso-bidi-font-family:Helvetica;color:#666666;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Cancer changes you and I don't think the "dealing" really ever stops per se but the key I've found is to use it as a positive catalyst. I remember writing at the time I knew it would change me and I hoped and trusted in many ways for the better. Better perspective. Better life balance. Better appreciation for small pleasures in life. And yes I have changed somewhat but not altogether as much as I should have. And I'm disappointed in myself for it. I still am a recovering workaholic. I lose my patience with people and let little things bother me. I still take my wonderful wife and son for granted at times. I haven't made time to cultivate my friendships as much as I should. Even my health -- the very thing that started all this -- I don't give it the time and attention it demands much less deserves with working out and eating right. I share all this because it's both cathartic and because I want to challenge you to watch for these things in your life. Because yes time flies and life is short.</span></span><span style="font-family:"Trebuchet MS"; mso-bidi-font-family:Helvetica;color:#666666;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-bidi-font-weight:bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Finally I want to share an edited version of an email I sent three years ago. It leaves me feeling a bit raw and naked to do so but it's important. And this line will serve as a good summary: "And that we all slow down a bit and recognize what's around us and what messages they contain."</span></span><span style="font-family:"Trebuchet MS";mso-bidi- font-family:Helvetica;color:#666666;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="line-height:18.0pt;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span style="font-family:"Trebuchet MS"; mso-bidi-font-family:Helvetica;color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="margin-bottom:13.0pt;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-font-family:Helvetica;color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:18.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-font-family:Helvetica;color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="margin-bottom:7.0pt;text-align:justify;line-height: 14.0pt;mso-pagination:none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; letter-spacing:3.0pt;mso-font-kerning:.5pt;mso-bidi-font-weight: bold;mso-bidi-font-style:italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">TUESDAY, SEPTEMBER 12, 2006</span></span><span style="font-family:"Trebuchet MS";mso-bidi- letter-spacing:3.0pt;mso-font-kerning:.5ptfont-family:Georgia;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:3.0pt;text-align:justify;line-height: 20.0pt;mso-pagination:none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">"Redbird Rising"</span></span><span style=" font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5pt;mso-bidi-font-weight:boldfont-family:Georgia;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-bottom:8.0pt;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="line-height:17.0pt;mso-pagination:none;mso-layout-grid-align: none;text-autospace:none"><span style="font-family:"Trebuchet MS"; mso-bidi-mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Many if not all of you are aware of my current status but nonetheless I wanted to share it in my own words. Let me warn you that this is a long email, but I hope, well worth reading. And the reason for title of this email will become evident shortly.</span></span><span style="font-family:"Trebuchet MS"; mso-bidi-mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">I have started to write this update email many, many times and have struggled to do so for several reasons I think. One, this entire episode in my life still seems quite surreal, and literally does feel like an episode of a TV show. Two, perhaps I have a bit of what is called "survivor's guilt" -- that is, while I am trilled, grateful and blessed to be CANCER-FREE! at this time, I can't help but feel humbled by the reality that so many afflicted with cancer (including people I know) haven't or didn't have the relatively smooth journey and final destination that I have experienced.</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">In any event, it still brings tears to my eyes to type or say it but thank God almighty that my post-surgery pathology revealed that my lymph nodes were all negative and therefore no signs of cancer remaining in my body! This means no chemo and just routine bloodwork and CTs for the next 5 years for early detection of any reoccurrence.</span></span><span style=" font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Also as many of you know, I had a small set-back after surgery with pancreatitis which resulted in returning to hospital for another 5 days. But I have been home now for a week, and my pancreas and liver levels have been returning to normal with another check-point due this Wed. Pancreatitis is typically a result of gallstones and therefore removing the gallbladder is the standard protocol. However, in my case, my team of doctors (as do I) feel more so that this was an unexpected side-effect of the surgery since the pancreas is the most sensitive organ in the body and it can get jostled during the procedure I underwent.</span></span><span style="font-family:"Trebuchet MS"; mso-bidi-mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Now please indulge me in sharing a few stories from the hospital. Once you read, you may think of them as amazing coincidences or dismiss them as merely looking hard enough to see what you want to see. But as for me, I believe in my heart of hearts that these are tangible examples of how your thoughts and prayers have affected my journey and outcome. And for that reason I feel an obligation to share these very personal and meaningful examples with you:</span></span><span style="font-family:"Trebuchet MS";mso-bidi-mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">The set-up is simple yet poignantly powerful. I was very close to my grandfather who passed very unexpectedly in 1985 and remain very close to my grandmother who some of you know and love as I do -- Doris. Each grandchild would go visit for a week or two by themselves every summer to Doris and PaPa's. They always had a beautiful backyard full of colorful blooming flowers and plants, birdfeeders and birdbaths. This meant it was quite popular with all kinds of birds but for whatever reason one that PaPa seemed to always like best b/c of it's unique and striking features -- the redbird.</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">So when I first learned that I may have cancer I made a conscious decision to pick a sign that God and my grandfather would be with me when I really needed them the most. I hadn't thought about redbirds in a long time but they immediately came to mind and was an easy "sign" for me to pick. The afternoon of being told "you have testicular cancer" I was sitting on my couch, crying, and happened to look out my front window to see a magnificent redbird staring right at me from the small tree in our flowerbed. In the coming days and weeks, I would see either the same or other redbirds around our house -- and we have never seen redbirds in the neighborhood before. I'd be sitting at the kitchen table doing cancer research and feel overwhelmed, look out the window and there sitting in a tree would be a redbird. I'd return from yet another doctor's appointment and as I drove-up to the house a redbird would be sitting on our curb. All of these sightings would provide me a sense of peace, calm and confidence that everything would be OK. Upon sharing my "sign story" with my immediate family my mother, father and even Doris noted that they too had noticed seeing redbirds recently that caught their eye.</span></span><span style="font-family:"Trebuchet MS"; mso-bidi-mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Fast forward to the Zale-Lipshy hospital on August 10 and the RPLND surgery. The room I was assigned was 626. 6/26 is my birthday. The entire hospital including every single room is decorated with beautiful tapestries from around the world donated by a generous family. In my room was an oversized rug that featured small birds flying all around the border. Many times, with all manner of tubes coming-out of me and feeling miserable I would gaze at that rug. When I had to go to ICU for a day, I was assigned to room 313. 3/13 is my brother's birthday and as much as he wanted to, Brad couldn't come from Wyoming to be there for the surgery -- however he was with me in spirit that day. The worst time in the hospital, when I was in severe pain, nausea, dizzy and light-headed all at the same time it was of course shift-change. As anyone who's been in the hospital knows, during nurse shift-change unless you are dying they don't respond until their mtg is over. Finally, a senior nurse came to our aid with medicine that put me at ease. Sally was the most caring yet jolly nurse there who's warmth I could sincerely feel. She is British with the look and spunk you would expect. Short RED hair and bad British teeth with the front two I swear crooked enough that they came to a point almost. Almost like a bird's beak. My sister-in-law Kerri was a huge Godsend in caring for me in the hospital. I am not a good patient and I guess like most can be hardest on those closest to me. Kerri is a post-partum nurse but she is a nurse, period, at heart. She put up with my constant requests and complaints, pushed me when I needed pushing and provided a hand or a hug when I needed those too. Only after we left did I learn the nickname her family's friends called her all growing-up. With red hair her nickname was "Redbird."</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Finally, on the day I was to learn the results of the pathology, I heard a beautiful old man's voice singing next door. And he would sing old church hymns that always touched my soul: Amazing Grace and How Great Thou Art. And two songs I vividly remember from PaPa's funeral. Again, this was a sign that God and PaPa were watching-out for me and that everything would be OK. I went to meet the old man the next day and to tell him how much his singing meant to me. To my surprise, Mr. Foote was ironically in the hospital with an eye problem and yet was already blind. But at 99 years old, this was the only health problem he had. He shared that he sang in his church choir for many years and he liked to sing to himself to prevent boredom. I shook his hand as I wiped a tear from my eyes and asked God to bless him as he had me the day before with my good news.</span></span><span style="font-family:"Trebuchet MS"; mso-bidi-mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">There's probably more I could share but I think that's probably enough to give you an idea, and it's still emotional for me to relive. But it's very important to me and for you to acknowledge that your prayers and wishes did and continue to make a difference. And that we all slow down a bit and recognize what's around us and what messages they contain.</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Well, I am recuperating nicely at home now, with continued support from my work and I hope to return soon. Griffin is growing and changing every day and while the circumstances aren't ideal, I feel lucky that I have been able to see him more than a typical new father could. I am able to pick him up easier now that my incision is more healed and less painful. And yes, I have become that annoying Dad who takes a pic of everything his son does. So there, I admit it and apologize for ever making fun of anyone who did the same.</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">So let me ask and answer the question I posed with my first email update, "What can you do?"</span></span><span style=" font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">1. Continue to pray for my health, specifically that the cancer will remain out of my body and that the pancreatitis mystery will clear-up on it's own</span></span><span style="font-family:"Trebuchet MS";mso-bidi-mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">2. Continue to pray for Griffin, that he continues to grow and be the amazing baby he's been despite spending a lot of time in hospitals and hotels</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">3. Continue to pray for Kelli, that she finds strength to take care of her two babies and not leave an empty tank for herself</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">4. Continue to push yourself and your loved ones to conduct monthly testicular self-exams. Here's a link to a simple how-to: </span><a href="http://tcrc.acor.org/tcexam.html"><u><span style="text-underline:#0013C6;text-decoration:none;text-underline: nonecolor:#333333;"><span class="Apple-style-span" style="font-size: small;">http://tcrc.acor.org/tcexam.html</span></span></u></a></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">As a society, we've got to increase awareness and dialogue about this disease and get it to the level of breast cancer awareness and self-examination. Some perspective: since my diagnosis three friends or family members of those on this distribution list have been diagnosed with testicular cancer. And that's just the ones I or you know about. Luckily, it appears all caught it early. So please, use me as a reason to talk about TC at home, at work, at your church -- everywhere. Guys don't like to think a little something could be anything but this is literally playing with their lives.</span></span><span style="font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">5. Since being diagnosed I knew one of the things I wanted to do coming-out was get involved in the Lance Armstrong Foundation. I am in the process of applying to become a participant in an upcoming Foundation Summit. And will continue to seek ways to apply my God-given talents for marketing towards this cause. Here's the deal, due to Lance and the popularity of the yellow Livestrong bracelets, the LAF has incredible awareness and raised a lot money -- but it's not enough. The gov't (regardless of political party in power) continues to CUT cancer funding year after year. So in addition to lobbying and applying political pressure (there's' now 55 million of us with a bracelet) the private sector's ability to raise money for research, treatment and related cancer issues becomes even more important. So please support Kelli and I as we walk in the LIVESTRONG Challenge in Austin. Net proceeds from the event support the Lance Armstrong Foundation's mission to inspire and empower people affected by cancer. The LAF serves its mission through advocacy, public health and research. All donations are tax-deductible.</span></span><span style=" font-family:"Trebuchet MS";mso-bidi- mso-font-kerning:.5ptfont-family:Verdana;color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">With "Redbird Rising" as my personal watchword,</span></span><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5ptfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;"><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><o:p><span class="Apple-style-span" style="font-size: small;"> </span></o:p></span></p> <p class="MsoNormal" style="text-align:justify;line-height:17.0pt;mso-pagination: none;mso-layout-grid-align:none;text-autospace:none"><span style="font-family:"Trebuchet MS";mso-bidi-Trebuchet MS"; mso-font-kerning:.5pt;mso-bidi-font-weight:bold;mso-bidi-font-style: italicfont-family:";color:#333333;"><span class="Apple-style-span" style="font-size: small;">Brian</span></span><br /></p> <p class="MsoNormal" align="center" style="text-align:center;mso-pagination:none; mso-layout-grid-align:none;text-autospace:none"><span style=" font-family:"Trebuchet MS";mso-bidi-Lucida Grande CE";mso-font-kerning: .5ptfont-family:";font-size:11.0pt;"><o:p> </o:p></span></p> <p class="MsoNormal"><span style="Trebuchet MS"font-family:";"><o:p> </o:p></span></p> <!--EndFragment-->Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com2tag:blogger.com,1999:blog-6220560710194144046.post-65280434854941084252009-06-24T15:42:00.014-05:002009-06-24T23:10:08.772-05:00Done right, doing what's right always turns out right<div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><b><span class="Apple-style-span" style="font-size:medium;">My AdAge cause marketing article and twitterati that helped promote it.</span></b></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">I recently had the honor of writing an article for the advertising and marketing industries' leading publication, AdAge. In </span></span><span class="Apple-style-span" style="line-height: 29px; "><i><a href="http://adage.com/goodworks/post?article_id=137391"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">A Pause to Reflect on Cause Marketing</span></span></a></i></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> I discuss the state of this relatively new marketing discipline and offer my opinions on some of its accomplishments and struggles as it continues to evolve. To be clear, I'm a huge advocate for cause marketing and am passionate about raising the awareness level of it as a tool plus increasing the sophistication level when it's applied.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">If you haven't already, you can read the article on the AdAge website </span></span><a href="http://adage.com/goodworks/post?article_id=137391"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">here</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">What I'm particularly proud of is how the cause marketing twitterverse rallied together to help spread the word through re-tweets, blogs, and posting comments – from Joe Waters (<a href="http://twitter.com/joewaters">@joewaters</a>), Lee Fox (<a href="http://twitter.com/koodooz">@koodooz</a>), Gennefer Snowfield (<a href="http://twitter.com/gennefer">@gennefer</a>), Joey Leslie (<a href="http://twitter.com/jleslie">@jleslie</a>), Steve Drake (<a href="http://twitter.com/causeaholic">@causeaholic</a>), Michael Hoffman (<a href="http://twitter.com/Michael_Hoffman">@michael_hoffman</a>) , Holt Murray (<a href="http://twitter.com/holtmurray">@holtmurray</a>), Sarah Kerkian (<a href="http://twitter.com/sarahkerkian">@sarahkerkian</a>), Angie Eikenberry (<a href="http://twitter.com/aeikenberry">@aeikenberry</a>) David Hessekiel (<a href="http://twitter.com/daveCause">@davecause</a>), Paul Jones (<a href="http://twitter.com/paulRJones">@PaulRJones</a>) and many more. Thanks guys for helping promote the power of cause among fellow marketers and others who may be unaware or skeptical of its strategic merits. And if you're someone interested or involved in any field of cause related marketing, non-profit marketing, social entrepreneurism or philanthropy you should be following them.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">The article received the most comments ever (22 as of this posting) for the </span></span><a href="http://adage.com/goodworks"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">AdAge GoodWorks</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> section, and from a range of marketers including those from non-profits, traditional agencies, cause-specific agencies, digital agencies, and for-profit brands including </span></span><a href="http://adage.com/goodworks/post?article_id=137391#comments-39807"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Bob Thacker, CMO OfficeMax</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">, and </span></span><a href="http://adage.com/goodworks/post?article_id=137391#comments-40116"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Chris Mann from New Balance</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Best of all, we demonstrated that there's an engaged readership for cause marketing and I've been invited back to write another article. So with this platform available, if you have a specific topic or area to suggest I'd love to hear from you. And thanks again to all.</span></span></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-13886943188483172182009-06-17T09:54:00.005-05:002009-06-17T10:13:04.529-05:00In defense of Cause Marketing<!--StartFragment--> <p class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">If you haven’t read or responded yet, check-out the great dialogue and debate at </span></span><a href="http://twitter.com/joewaters"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Joe Water’s</span></span></a><i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> </span></span></i><i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Selfish Giving</span></span></i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> cause marketing blog around his post “</span></span><a href="http://selfishgiving.com/cause-marketers-journal/defending-cause-marketing"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Defending Cause Marketing</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">.” Joe, the </span></span><span style="color: rgb(52, 50, 33); "><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Director of Cause Marketing for non-profit Boston Medical Center and a noted cause marketer, takes on a provocative article from </span></span></span><b><a href="https://twitter.com/aeikenberry"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Professor Angela Eikenberry</span></span></a></b><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> for the </span></span><i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Stanford Social Innovation Review</span></span></i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> entitled </span></span><span style="color:#7D1414;text-decoration:none;text-underline:none"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><a href="http://www.ssireview.org/articles/entry/the_hidden_costs_of_cause_marketing/">The Hidden Costs of Cause Marketing</a></span></span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> and argues that cause marketing is merely “consumption philanthropy.”</span></span></p> <p class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">I love three things about this debate: 1. that Professor Eikenberry wasn’t afraid to take a stand; 2. that there’s an ardent army of cause marketing supporters that were quick to disagree and debunk some of the opinions cited; 3. most of all that Eikenberry continued a dialogue with all of us.</span></span></p> <p class="MsoNormal" style="text-align: justify;"><o:p><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">You can view </span></span><a href="http://selfishgiving.com/cause-marketers-journal/defending-cause-marketing#comment-722"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">my contribution to the debate here</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> but my main argument was around the insinuation that cause marketing cannibalizes philanthropy or charity. This goes against all we know about American human nature. Companies and individuals will either do both cause marketing and philanthropy/charity – or just cause marketing because there’s something in return (incremental sales, brand halo, product or service bought). But these are not competing for the same share of "giving wallet." Said another way, typically cause marketing is not chosen over philanthropy, it’s chosen as the only way people or brands want or can participate in social change. And isn't that better than nothing? Let us know what you think by commenting here or on Joe's blog.</span></span></o:p></p> <p class="MsoNormal"><o:p> </o:p></p> <p class="MsoNormal"><br /></p> <!--EndFragment-->Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-4545155722665452552009-05-08T16:22:00.037-05:002009-05-09T16:49:30.753-05:00Disney World Magical But Could Be More Meaningful<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7PgtToJsrX0RWQrGsgu_saz9EsIglgmnW1xrBbHNFU62YtsEWNCOb-O6DSgE3JjkZTbhB9E9XJpZrEOUr_220ucp_eyXzFrHYU6wOZzIRPzYYT-YwPjXBdxtHburCGm8E6wlCmjtvKoq5/s1600-h/Disney_castle.JPG" style="text-decoration: none;"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 307px; height: 400px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7PgtToJsrX0RWQrGsgu_saz9EsIglgmnW1xrBbHNFU62YtsEWNCOb-O6DSgE3JjkZTbhB9E9XJpZrEOUr_220ucp_eyXzFrHYU6wOZzIRPzYYT-YwPjXBdxtHburCGm8E6wlCmjtvKoq5/s400/Disney_castle.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5333566921017389186" /></a><div style="text-align: justify;"><span class="Apple-tab-span" style="white-space:pre"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:x-small;"> </span></span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:x-small;">Photograph copyright 2009 Brian Powell</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">There's been enough written and said about the Disney World experience and the Disney brand in general that I won't rehash here. Needless to say, the company may have it's ups and downs, but there are few rivals from a brand strength and emotional resonance standpoint. It's consistently ranked a</span></span><a href="http://bit.ly/14yc4t"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> top global brand</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> and different from its top brands peer-set, has a much farther reaching brand-footprint across theme parks, film, TV, products and more. I've had the privilege of partnering with Disney on several movies in the 90s including "A Bug's Life." And can attest to their reputation of standing firm on brand guidelines and "dos and don't" with their intellectual property/characters. They don't mess around and will walk away from a deal. It's what enables them to be consistent across all they do. I've also had opportunity to attend </span></span><a href="http://bit.ly/3W9jm"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Disney Institute</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">, a consultancy and leadership practice that lets attendees "e</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">xperience the business behind the magic of our [Disney's] core business strengths: Leadership Excellence, Quality Service, Brand Loyalty, Inspiring Creativity, and People Management. " </span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Bottom line, I'm a fan of Disney and when you hold respect for something great, you automatically look for ways to make it better. My family visited Disney World in Orlando recently and while I had my "Dad" Mickey Mouse ears cap on most of the time (no not literally), it was hard not to see through the lens of a brand and cause marketer as well.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">If you've ever been to Disney World I think you'll agree: it truly is a magical place that provides pure joy to kids and fond memories to adults – all for a fair price. The experience has been created and meticulously cared for across every sight, sound, and even smell. But there were some key areas where I felt Disney missed an opportunity to enrich the experience with more meaning as they held an audience captive. Don't get me wrong, no one wants to come to Disney World and be beat over the head with social issues messaging. But there could be some things changed or added, gracefully. Things that people may not consciously notice but would help raise awareness and education in a non-intrusive way.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">So I offer in no particular order:</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><b><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">1. Relocate Smoking areas</span></span></b></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">I was shocked to see these at a kid focused park in 2009. And right next to kids rides and sitting-areas for families. It's your right to smoke. But my right not to have it blown in my and my family's face. Disney should enclose these areas away from the 90% who don't choose to smoke (and 100% of their kids). If 70% of states in USA have some sort of smoking ban in public places then certainly Disney could follow suit. Nothing takes the magic of a child's laughter away than the cough of second-hand smoke.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><b><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">2. Be more eco-friendly</span></span></b></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Disney actually does quite a but behind the scenes and in operations to be a more </span></span><a href="http://bit.ly/1HNyX"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">sustainable brand</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">. But much improvement is needed from a forward-facing/consumer participant viewpoint. Recycling cans were few and far between. Only disposable paper cups are sold at all concession vs. offering souvenir re-usable cups. Paper towels in bathrooms, not blowers. Only Animal Kingdom, the newest park, had considerably more environmentally sensitive amenities, consistent with it's earth/animal friendly message. Think of the impact Disney could make by reinforcing or introducing the millions of people that walk the park to the easy ways to have less impact on the environment.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><b><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">3. Offer balanced food options</span></span></b></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">We're no health nuts. But offering fresh fruit in addition to candy and popsicles would have been nice. For us, and the kids in our group. Don't restrict people from indulging if they want, but enable those who would like choices to have them. Offer 100% juice in addition to soft drinks and water. Wasn't this place built for kids? Disney received much publicity when it pulled-out of it's lucrative deal with McDonald's and now licenses it's characters for more </span></span><a href="http://bit.ly/iI1oD"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">healthier fare in grocery stores</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">. This is one instance where Disney's normally successful cross platform integration between business lines hasn't happened.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><b><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">4. Execute non-intrusive cause marketing </span></span></b></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Animal Kingdom was the one park that stood apart. As the world's largest wildlife park, there are reminders about the natural order and importance of Mother Earth everywhere. At concession stands cashiers politely ask if you'd like to donate $1 to the </span></span><a href="http://bit.ly/14JK7W"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Disney Worldwide Conservation Fund</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> and you receive a little </span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">pin for your backpack or lanyard. The new Disney movie </span></span><a href="http://disney.go.com/disneynature/earth/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Earth</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> was promoted at the entrance and a few days after we left Walt Disney Studios Motion Pictures announced a partnership with The Nature Conservancy to </span></span><a href="http://bit.ly/qJJJN"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">plant 2.7 million trees</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> in Brazil’s Atlantic Forest, one of the planet’s most endangered rainforests. Epcot's "</span></span><a href="http://bit.ly/108vPd"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Universe of Energy Pavilion</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">" does explore use of alternative energy. But imagine reinforcing the importance of cultural diversity after riding "It's A Small World" at Magic Kingdom. Or using Tigger to promote the importance of physical activity (like bouncing!). It doesn't need to be transactional cause marketing. And whether it involves 3rd party non-profits such as Disney's many <a href="http://bit.ly/13Ciug">national partnerships</a> like Make-A-Wish, or projects that are more about reinforcing what dear old Mom and Dad try to instill in their children back at home.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';font-size:100%;"><span class="Apple-style-span" style="font-size:13px;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">I'll say it again, I understand the brand promise of Disney is to "make magic moments." To provide escape from daily troubles. I'm not advocating in-your-face reminders of serious social issues. I'm talking about using the power of these characters and the aura of the place to naturally weave messages and actions that add just a touch more meaning to the magic. </span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';font-size:100%;"><span class="Apple-style-span" style=" ;font-size:13px;"><br /></span></span></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-18302889115512196852009-05-04T15:45:00.011-05:002009-05-04T16:48:27.843-05:00Where have I been?<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuDmL6iyPBGj6Jo8DlVuNBHtr4iSp-D8aaU8vfdh6pOxJwVClflJGtFh-6w2CKO0SDdrMiVXdGyNjQQG1i9liSDhKfrpS3KHBfp2GAtFvjVryEktsliSGfW-XVaPHOqYFpbuEsikw7ON5Z/s1600-h/goodconcepts.png"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 238px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuDmL6iyPBGj6Jo8DlVuNBHtr4iSp-D8aaU8vfdh6pOxJwVClflJGtFh-6w2CKO0SDdrMiVXdGyNjQQG1i9liSDhKfrpS3KHBfp2GAtFvjVryEktsliSGfW-XVaPHOqYFpbuEsikw7ON5Z/s400/goodconcepts.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5332082417334375026" /></a><br /><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';font-size:100%;"><span class="Apple-style-span" style="font-size:13px;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';font-size:100%;"><span class="Apple-style-span" style="font-size:13px;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">As some have noticed, I haven't blogged much over the last 6 weeks. Instead I've been more active on <a href="http://twitter.com/">twitter</a>, the "microblogging" social media platform that limits posts or "tweets" to 140 characters. With my involvement in Livestrong, I first heard about it when Lance Armstrong started using it and quickly became a top 10 tweeter. While similar to a Facebook update, the difference for many is that rather than posting rather mundane items about the awesome burger you ate for lunch or that you're watching American Idol – twitter helps aggregate people with similar interests and passions to find or "follow" each other. So I've been using this great tool to further learn and share about cause marketing. And meet some enlightening and inspiring people and the Good Concepts they are spearheading. Like all social media tools, it provides an easy way to share links to stories, meet people thru other people, and express yourself.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Seems like twitter is talked about everywhere in mainstream media these days, and everyone uses it differently, but for a quick overview see this <a href="http://tinyurl.com/c5u5wh">New York Times</a> story. Or this one from <a href="http://tinyurl.com/dxvelw">Wall Street Journal</a>.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">You can register in 45 seconds and follow me (see what I say and follow conversations) here:</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><a href="http://twitter.com/goodconcepts">http://twitter.com/goodconcepts</a></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">You don't have to cannonball into the water at first. Register, dip your toe-in, and just follow a few people that interest you. Tops in twitter based on followers range from celebs to news to (so called) social media experts. Here's a </span></span><a href="http://twitterholic.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">list</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">. But many of your favorite brands and organizations are on their too. Simply search by their name once registered. Also <a href="http://wefollow.com/">wefollow</a> categorizes users by topic (I'm registered under marketing, causemarketing, <span class="Apple-style-span" style="line-height: 14px; "><span class="Apple-style-span" style="font-size:small;">socialentrepreneurship). And twibes lets you create specific groups. I just started a <span class="Apple-style-span" style="color:#000000;"><a href="http://www.twibes.com/group/cause_mktg">cause marketing twibe</a></span><a href="http://www.twibes.com/group/cause_mktg">.</a></span></span></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="line-height: 14px;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="line-height: 14px;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Finally, twitter has been a great way to road-test some ideas and story items. So I'll be back soon to the Good Concepts blog – am working on a post after a recent family vacation to Disney World called "Disney World Magical But Could Be More Meaningful." Stay tuned.</span></span></span></div><div style="text-align: justify;"><br /></div></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-24746055257117670092009-03-23T11:23:00.006-05:002009-03-23T11:45:51.781-05:00What does "Social Media For Social Good" Mean?<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWyyQkuaL6LqkWVFp0ESsvcnXfCbemfUBe41u3olgj7mjvvtujXhXPdXUCvYfgHVxeeoBzmtGBhPPLud25Bsv7DDhzJuknA1jKGZ3ajoLrYd3vxZYlz6hdQMCEX8fVPEvgxsS4ke-BajBl/s1600-h/close_flower.jpg" style="text-decoration: none;"><img style="cursor:pointer; cursor:hand;width: 400px; height: 267px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWyyQkuaL6LqkWVFp0ESsvcnXfCbemfUBe41u3olgj7mjvvtujXhXPdXUCvYfgHVxeeoBzmtGBhPPLud25Bsv7DDhzJuknA1jKGZ3ajoLrYd3vxZYlz6hdQMCEX8fVPEvgxsS4ke-BajBl/s400/close_flower.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5316424056568961906" /></a><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:x-small;">Photo copyright 2009 Brian Powell</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">I<span class="Apple-style-span" style="font-size:small;">nteresting dialogue about the difference between use of social media for charity fundraising vs. social media for deeper engagement and social change started by Beth Kanter on her blog "</span></span></span><a href="http://tinyurl.com/cgw55x"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">How Non-Profits Can Use Social Media</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">" after her panel discussion at SXSW (South by Southwest) last week in Austin.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">Here's my take that I posted in response:</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;">Yes there probably is a distinction between fundraising and engagement that should be articulated whenever the term "social media for social good" is used. As for which one is better or more appropriate, I instead subscribe to the use of many tactics holistically woven together to tell an impactful story in a integrated marketing approach. However what I find most interesting in all this is the fervor of debate about this and similar topics within the cause marketing/non-profit marketing/social justice camps. If more NPOs, NGOs and other like minded organizations and individuals would start collaborating more instead of fighting over the same donors, corporate partners, and yes, terminology, we all could accomplish a lot more. </span></div><span class="Apple-style-span" style="font-size:small;"><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;">Sadly it seems at times we're more passionate about arguing abut the authenticity of a cause campaign, the legitimacy of a "new" proprietary methodology, the publishing of research, or the ownership of ideas – than actually using our gifts and talents to make a difference.</span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;">And to me that is the ultimate promise of social media in the social space. Enabling “bonds without borders” for impactful connections and sharing of ideals AND ideas.</span></div></span></span>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com2tag:blogger.com,1999:blog-6220560710194144046.post-85684230827464214862009-03-05T18:13:00.004-06:002009-03-05T18:56:22.841-06:00One click can feed 140 Hungry Kids<div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Most of us have used the Internet to make a donation. And many have responded to a run/walk/ride type fundraiser invitation for support by a friend or family-member. Now Social Media applications such as Facebook and twitter for cause marketing have begun to take off. Though well intentioned, sometimes cause related websites can be heavy on the emotions and heavy on the content. Feeding you statistic after statistic and picture after picture but not providing a quick and easy way to take action. Or at least not a quick and easy way to take action other than donate money.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Enter </span></span><a href="http://www.pledgetoendhunger.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Pledge To End Hunger</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> in support of </span></span><a href="http://www.strength.org/?utm_source=pledge&utm_medium=web&utm_campaign=sxsw"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Share Our Strength</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> a nonprofit focused on children's hunger. Sponsored by </span></span><a href="http://hungerrelief.tyson.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Tyson Foods</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> and </span></span><a href="http://www.humoffice.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Kimball Office</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> and produced by </span></span><a href="http://www.mediasauce.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">MediaSauce</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> and powered by </span></span><a href="http://www.kompolt.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">Kompolt</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">, the beauty lies in it's clarity, simplicity, and achievable goal.</span></span></div><div><a href="http://www.pledgetoendhunger.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span><object width="260" height="500"><param name="pledgetoendhunger" value="http://www.pledgetoendhunger.com/wp-content/themes/systrength/sxsw_widget.swf"><param name="allowscriptaccess" value="always"><embed src="http://www.pledgetoendhunger.com/wp-content/themes/systrength/sxsw_widget.swf" type="application/x-shockwave-flash" allowscriptaccess="always" width="260" height="500"></embed></object><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></a></div><div><span class="Apple-style-span" style="color:#551A8B;"><span class="Apple-style-span" style="text-decoration: underline;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></span></span></div><div><span class="Apple-style-span" style="color:#551A8B;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></span></div></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">1 in 6 children in America are hungry. By simply visiting the </span></span><a href="http://www.pledgetoendhunger.com/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">site</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"> right now and pledging to either spread the news, volunteer, or give money, you help reach the goal of at least 1,000 pledges. Once the 1,000th pledge is made, Tyson will donate enough food to feed 140 children to a food bank in Austin, TX for EVERY pledge.</span></span></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-73259160862892350142009-02-27T10:26:00.010-06:002009-03-01T14:31:34.343-06:00Smile Pinki<div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEho-1dgFSw68lD7OzxZfAh-pBD_nZ7WS2dKAzJ4KwV1bbS2_2fX83oVZdgnlMa3PrOe2RM0MaxfbkN6BOlLhNUnGT7T3M2kBzqCwV0p0-nR6nxI3VvZA9DLa69X3DHazgN5PLuBfEPKBcAl/s1600-h/smile.jpg"><img style="text-align: justify;float: left; margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; cursor: pointer; width: 232px; height: 320px; " src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEho-1dgFSw68lD7OzxZfAh-pBD_nZ7WS2dKAzJ4KwV1bbS2_2fX83oVZdgnlMa3PrOe2RM0MaxfbkN6BOlLhNUnGT7T3M2kBzqCwV0p0-nR6nxI3VvZA9DLa69X3DHazgN5PLuBfEPKBcAl/s320/smile.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5307529252529181794" /></a><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">As I've written before in </span></span><a href="http://www.thegoodconcepts.com/2009/02/slumdog-latest-in-100-million-cause.html"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Slumdog The Latest in $100 Million Cause Campaigns Called Movies</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">, the movie industry has a rich history of telling stories that inspire and incite change. Well there was a lesser-known film based on real-world events from India that won an Oscar besides </span></span><i><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Slumdog Millionaire</span></span></i><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">. Taking home </span></span><a href="http://oscar.com/oscarnight/winners/?pn=detail&nominee=Smile%20Pinki%20-%20Documentary%20Short%20Subject%20Nominee"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Best Documentary Short</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> was </span></span><i><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Smile Pinki</span></span></i><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> which tells the story of "Pinki, a girl in rural India whose cleft lip has made her a social outcast...but has a chance for a new life when she meets a dedicated social worker."</span></span></div><div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span><object width="320" height="265"><param name="movie" value="http://www.youtube.com/v/CamEXQ8x72c&hl=en&fs=1"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/CamEXQ8x72c&hl=en&fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="320" height="265"></embed></object><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">The non-profit organization behind this social work is </span></span><a href="http://www.smiletrain.org/"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">SmileTrain</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">, a charity solely focused on cleft lip and palette in developing countries. You've probably seen their ads in newspapers including </span></span><i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">The New York Times</span></span></i><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> for which the paper calls "...one of the most productive charities -dollar for deed- in the world." For 10 years now they've provided simple 45-minute surgery that provides "a desperate child not just a new smile, but a second chance at life" – and a $250 donation covers all costs.</span></span></div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">The org does a masterful job at marketing the cause. While there are certainly </span></span><a href="http://www.smiletrain.org/site/PageServer?pagename=special"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">celebrity endorsers</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"> like most NPOs these days, the ads focus on the heart-wrenching "before" pictures of these precious children. It's one of the simplest and most effective ways to promote the need for change.</span></span></div><div><div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj31W1o3nGCwcypdEZNTPmTDtKc-77Bo8s_xEqMhliQQDogjn9hIIugfhX7zfiPm_4-ccP0ZqEz5C-y38plDEaS5WLNL5GonMEttXJxaUOU8H_L7r8xwTb2uCDZ4HXTav2cUizOlY-vHAzr/s1600-h/retouchDT2.jpg"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><img style="cursor:pointer; cursor:hand;width: 400px; height: 374px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj31W1o3nGCwcypdEZNTPmTDtKc-77Bo8s_xEqMhliQQDogjn9hIIugfhX7zfiPm_4-ccP0ZqEz5C-y38plDEaS5WLNL5GonMEttXJxaUOU8H_L7r8xwTb2uCDZ4HXTav2cUizOlY-vHAzr/s400/retouchDT2.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5307529884364888882" /></span></span></a></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">As a documentary, the filmmakers were certainly more able to address the related social issue head-on than say <i>Slumdog</i>. SmileTrain was even mentioned by name in the acceptance speech. And in return, the cause has smartly leveraged the Oscar win in it's newest ads. It remains a collaborative effort to use storytelling in all its forms, film and advertising, to advocate for change.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">By the way you can donate to SmileTrain </span></span><a href="http://tinyurl.com/cr8g5o"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">online</span></span></a><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:small;">.</span></span></div></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div></div></div></div></div></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com1tag:blogger.com,1999:blog-6220560710194144046.post-33285911698197005322009-02-25T10:16:00.006-06:002009-02-26T12:28:19.064-06:00Slumdog the latest in $100 Million Cause Marketing Campaigns Called “Movies”<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijQfEghDx5-VG6_zY_RJMHd6V64BNTfMIBZLRP0kH9Ahvxl9NFW9YZqxI7ffYRkIQq048lbluuKruqcixZ77WjZLUm_iI6bh0Lg1bY_mNr9Hp0hUMkX2cjEoYHSHdi7Um_PFVZiQ8qWWKb/s1600-h/200px-Slumdog_Millionaire_poster.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 296px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijQfEghDx5-VG6_zY_RJMHd6V64BNTfMIBZLRP0kH9Ahvxl9NFW9YZqxI7ffYRkIQq048lbluuKruqcixZ77WjZLUm_iI6bh0Lg1bY_mNr9Hp0hUMkX2cjEoYHSHdi7Um_PFVZiQ8qWWKb/s320/200px-Slumdog_Millionaire_poster.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5306775035663085218" /></a><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:large;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">What responsibility is there to give back to the cause associated with the content?</span><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">It was the final victory party most expected Sunday night at The Oscars as </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Slumdog Millionaire</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> walked away with wins for Best Picture, Director, and Adapted Screenplay.</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">There’s been much talk about the little movie that could, and what makes it click on so many levels to both the public and the press alike. It’s basic structure is the familiar rags to riches story arc of a young boy and his quest for a better life to get the girl. Yet it’s the setting of Mumbai India and the depiction of the determined 25% who live in slums many of us knew nothing about that makes the film different. And finally it’s the visionary director’s execution that makes it memorable.<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">There’s also been much </span></span><a href="http://www.cnn.com/2009/SHOWBIZ/Movies/01/30/slumdog.children/"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">talk</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> on whether the two children plucked out of the slums, Azhar and Rubina, were adequately compensated to be in the movie and whether the all-to-real story of human suffering in Mumbai is being </span></span><a href="http://www.newsweek.com/id/182341"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">exploited</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> for commercial reasons. To be clear, by most updated accounts the children’s education has been paid for and a trust fund established to cover basic living costs. As many watched Sunday the two were even flown into Hollywood to attend the Oscar ceremony. But after the red carpet was rolled up, they returned to their lives in the slums as they’ve always known. To that, some say more should be done by those involved with a project that’s made over $130 million with just a very relatively modest $15 million production budget.</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /><br /><object width="425" height="264"><param name="movie" value="http://www.youtube.com/v/AIzbwV7on6Q&hl=en&fs=1"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/AIzbwV7on6Q&hl=en&fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="264"></embed></object><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Which raises the moral question of what responsibility do the filmmakers owe both to the specific actors and all the people in the slums profiled in the movie? According to CNN:</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">“Boyle said the film's financial backers have agreed that charitable groups that help children of the slums will also see "a slice of the profits."<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">‘We've all agreed that we will sit down and dedicate a slice of the profits of the film to be distributed amongst people like those who run the school and other organizations who make a big difference to children's lives there,’ he said.<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">‘We gained from the city, both from these two children and from the city, in general, and we'll make sure the film gives back some of the enormous success it's had,’ he said.”<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Some argue that’s still not enough. But </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Slumdog</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> is not a documentary, it’s mean to be entertainment first and foremost. In fact it’s the latest in a long line of multi-million dollar “cause entertainment” vehicles called movies that bring needed awareness to an important social issue by sharing people and their stories rather than issues and their statistics. This year alone saw fellow Academy Award nominees </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Milk</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> bring attention to the Gay Rights issue and </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Wall*E</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> give both a humorous and sobering take on conspicuous consumption, health/wellness and environment. Other recent Oscar nominated movies that speak to topics of the time include </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Hotel Rwanda, Brokeback Mountain, American History X, Cider House Rules, Schindler's List,</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> and </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Philadelphia</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">. All provided a glimpse into a struggle in a raw way never done before. In fact Hollywood has a rich history of using it’s talents to frame significant topics. Think </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Mississippi Burning, Chariots of Fire, Gandhi, Norma Rae, A Clockwork Orange, Guess Who’s Coming to Dinner, </span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> and </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">The Wild One</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">.<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Bottom line: if there’s no one watching the movie then there’s no one talking about the issue. And if no one sees nor talks about it then there’s no money to share with those in need in the first place.<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Which brings us back to </span></span><span class="Apple-style-span" style="font-style: italic; "><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Slumdog</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">. I agree “slice of the profits” isn't exactly specific nor transparent. And sure a peak at the official film’s </span></span><a href="http://www.foxsearchlight.com/slumdogmillionaire"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">website</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> reveals the soundtrack for sale on itunes, and a text-delivery of ringtones and widgets. There could easily have been a “click here to learn how you can help” banner with a brief video showing where the two actors return to and offering a way for consumers to donate directly to those charities referenced by Boyle. And in his own grassroots publicity campaign, especially once Oscar buzz started to build and the film became a media darling, the director could have plugged a “savetheslumdogs.org” type site. But it's a fine line. People watch movies to escape from their everyday world. Sometimes that escape is lighthearted sometimes frightening and sometimes jarring and thought provoking – and when done really well like </span><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Slumdog</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"> all the above. But people don’t want to be berated or lectured to. Especially as they are deciding where to spend their money. Entertain first. Inform second. Advocate third. That’s following the script for success in cause entertainment.</span></span><br /></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-11984779110753098582009-02-15T22:41:00.038-06:002009-02-17T13:50:34.738-06:00The Authority On Cause Marketing: People Magazine<div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">My look into the Zeitgeist or "spirit of the times" comes every Friday in the mail. Oh there's no shortage of ways to check what's in our collective head and heart. Music, book and film charts. TV ratings complete with analysis that would make Dr. Phil proud. Countless news surveys ("no wait ours IS different...) that promise a glimpse into people</span></span><span class="Apple-style-span" style=" ;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">'s minds. Even Google offers a set of tools updated in real-time called appropriately </span></span></span><a href="http://www.google.com/intl/en/press/zeitgeist/index.html"><span class="Apple-style-span" style=" ;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Zeitgeist</span></span></span></a><span class="Apple-style-span" style=" ;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> that reveals this spirit by grouping and displaying what people search for – perhaps literally and figuratively.</span></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">But my wife's weekly edition of People magazine is a great and far more fun way for me to get a grasp on the cultural context. (Yes I read it cover to cover but you see for </span></span><span class="Apple-style-span" style="font-style: italic;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">marketing research</span></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> purposes only.) With stories that ranges from inspirational stories of courage to [insert celeb A here] breaks up with [insert celeb B here]. And from ubiquitous diet tips to last year's </span></span><a href="http://search.people.com/TIISearch/people/search/search.html?search=heroes%2Bamong%2Bus&type=news"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Heroes Among Us</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> profile article series. And finally the ads. Yes the ads to me provide a most intriguing and telling view on our world and what approaches and messages resonate. As the longtime most read magazine you can be sure that if a brand has paid the top price to run in this magazine they've done their homework.</span></span></div><div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Since my passion for cause marketing began </span></span><span class="Apple-style-span" style=" ;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">a couple of years ago I've been flipping the pages with great interest to see how many and what cause marketing ads or stories will appear. Many times there's a non-profit org's PSA ad. And at least several for-profit brands run cause marketing campaign ads. This past week's issue featured a cover story of Pilot Sully Sullenberger's account of safely landing 1549 and several notable cause related ads:</span></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;">Subway Fresh Fit For Kids</span></span><span class="Apple-style-span" style="font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;"> </span></span></span></div><div style="text-align: justify;"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 248px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJmXUyFWMfyyDrKczvAxN91zIfHmdnV82mkrRCmaKQDb7_1l0Ja3bwssTFlZgxxV6WAlVbbcP46dP7WxEQy2qpCPHgZlTJ1czosn0Wphne_sJpqAg9pbxd0lPuL3WMe8sa4T0CPhl5z-bg/s320/subway_alone.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5303506596310041906" /></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><a href="http://subwaykids.com/grownups/default.aspx">Subway</a></span></span><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> is a savvy veteran with it's "better for you" heads-on competitive positioning vs. greasy and fatty fast-food. It's latest installment goes right where many of us feel it most: our kids. An alignment with great halo effect from American Heart Association for their Fresh Fit for Kids combo meal.</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" font-weight: bold;font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=";font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-size:medium;"><span class="Apple-style-span" style="font-weight: bold;">Diet Coke With The Heart Truth</span></span></span><span class="Apple-style-span" style="font-size:medium;"><span class="Apple-style-span" style="font-weight: bold;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" font-weight: bold;"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 241px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinDVpNUlcYJNM63dTl3P1TAGF0l09bdvxJF33UCAVfxpZloZIH3jyy9TmjSUB4zzSOS40y3j4W_K1NZ2ORAbIY1pV6zEhuHJ7VnwALym2a7MqGgQdie1PIQ1yq5Kk-WgWMDokmydbIWBlv/s320/dietcoke_alone-2.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5303507656365717378" /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Next up is a multi-page ad from </span></span><a href="http://www.dietcoke.com/reddress/"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Diet Coke</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> featuring <a href="http://tinyurl.com/yqmnbg">Heidi Klum and others</a> in little red dresses. Oh yeah and it's in partnership with The Heart Truth. Feels borderline cause-washing to me given the stretch of carbonated soft drinks and health but hey if cause marketing was only employed by perfect brands with perfect products there wouldn't be any, to the detriment of important social issues. It definitely got my attention though clearly I'm not the target. But I also left wondering who is Heart Truth and doesn't the little red dress icon belong to American Heart Association's </span></span><a href="http://www.goredforwomen.org/"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Go Red for Women</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> cause campaign that I've seen the last few years?</span></span><br /></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" font-weight: bold;font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=";font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-size:medium;">Burt's Bees All Natural Lip Balm</span></span></span><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-size:medium;"><br /></span></span></div><div style="text-align: justify;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhej5xiKuf8caB4f8B8IGkcot7Mh9CkfkYQ2DukCMmm_-pDQvpecLt-_bmORnlst9jb0VP3t6MZIgMvkjzQ7Cj2kOIsnbJoanSd7DJcZRAbNAIbP9AKj79z1bI9BOAm_R6ZQjAXmN3flPTn/s1600-h/burts_alone.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 237px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhej5xiKuf8caB4f8B8IGkcot7Mh9CkfkYQ2DukCMmm_-pDQvpecLt-_bmORnlst9jb0VP3t6MZIgMvkjzQ7Cj2kOIsnbJoanSd7DJcZRAbNAIbP9AKj79z1bI9BOAm_R6ZQjAXmN3flPTn/s320/burts_alone.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5303508352246823746" /></a></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Then it's cult phenom </span></span><a href="http://www.burtsbees.com/"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Burt's Bees</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> lip balm. A great garage start-up brand story that has achieved wild success with naturally made ingredients. Complete with certification/endorsement from Natural Products Association (never heard of it but sure sounds good) it highlights what's in their product vs. the leading competition. Given the brand's positioning around "well being" this fits my broader definition of cause marketing: any idea that makes a business and social impact. Of course as some know, the brand was sold to </span></span><a href="http://www.thecloroxcompany.com/products/index.html"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">The Clorox Company</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> and now does a careful dance as a "boutique brand" along with negative perceptions around sister company's Clorox's chemical-based home cleaning products (more on that later).</span></span><br /></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" font-weight: bold;font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=";font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-size:medium;">Capri Sun Terracycle Program</span></span></span><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-size:medium;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" font-weight: bold;"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 240px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbnfTf2EcVJdndugwITEpmmAThpZe3ZbCjv1hUqlLX9xG4qFfhvP1aljJCH9aXRvaNUbnvzj5cm7OMs0nQjkLIl0TJ70MwVb7BjkvwYpGowov9PpPtwopTS-AWgFJO-B_-iE3LD2greqvU/s320/capri_alone.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5303508864037689666" /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">In my opinion the best cause marketing ad in the issue comes from </span></span><a href="http://brands.kraftfoods.com/caprisun/terracycle/"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Capri Sun</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> who leverages the "guilty mom" mindset and tells her how she can really do it all - take care of her kid's basic needs plus raise money for their school and help environment by recycling the pouches into school gear. And all without a huge cost or time investment.<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" font-weight: bold;font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=";font-family:'trebuchet ms';"><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-size:medium;">Greenworks New Biodegradable Wipes</span></span></span><span class="Apple-style-span" style="font-weight: bold;"><span class="Apple-style-span" style="font-size:medium;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style=" font-weight: bold;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkXZZKWKdqjcX7FoP_tJiaLm0qF6ZTRtGSsz9X7BVCkIzz5A82kUSaVdNUyZLl4qfefk2jvMrQqwbWqgOdgSrwyeQqPH3-9l8rbZcXDTaZHO52mqfH6Rblv1DFqL5sxeoI7HTRsR7k5Lua/s1600-h/greenworks_alone.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 245px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkXZZKWKdqjcX7FoP_tJiaLm0qF6ZTRtGSsz9X7BVCkIzz5A82kUSaVdNUyZLl4qfefk2jvMrQqwbWqgOdgSrwyeQqPH3-9l8rbZcXDTaZHO52mqfH6Rblv1DFqL5sxeoI7HTRsR7k5Lua/s320/greenworks_alone.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5303509358009415954" /></a></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"><br /></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">The final ad is for a new product in the mega-hit Green Works line: biodegradable wipes. The parent company, just like Bert's Bees discussed above, is The Clorox Company who wisely and by most accounts credibly has created the Green Works brand extension and validated the all-natural cleaning products category pioneered by </span></span><a href="http://www.seventhgeneration.com/"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">Seventh Generation </span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">and others. The most </span></span><a href="http://www.fastcompany.com/magazine/128/cleaning-solution.html"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';">controversy</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="font-family:'trebuchet ms';"> coming from it's alignment with the Sierra Club - the first such endorsement ever given by the preeminent environmental non-profit. But it wasn't from the critics or even the public but from a vocal minority within The Sierra Club itself.</span><span class="Apple-style-span" style="font-family:'trebuchet ms';"> (In full disclosure Green Works/Clorox is a client of the agency I work for and the agency was involved with this program. However they did not create this ad. And I personally have no involvement with this client nor their marketing).</span></span></div></div>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0tag:blogger.com,1999:blog-6220560710194144046.post-81494659440853884752009-02-13T17:17:00.007-06:002009-02-13T17:30:05.954-06:00Definition of Success<div style="text-align: justify;"><span class="Apple-style-span" style="font-family: 'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">"To laugh often and much; to win the respect of intelligent people and the affection of children; to earn the appreciation of honest critics and endure the betrayal of false friends; to appreciate beauty, to find the best in others; to leave the world a bit better, whether by a healthy child, a garden patch or a redeemed social condition; to know even one life has breathed easier because you have lived. This is to have succeeded."<br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family: 'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family: 'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;">- Ralph Waldo Emerson</span></span></div><div style="text-align: justify;"><span class="Apple-style-span" style="font-family: 'trebuchet ms';"><span class="Apple-style-span" style="font-size: small;"><br /></span></span></div><span class="Apple-style-span" style="font-family:'trebuchet ms';"><div style="text-align: justify;"><span class="Apple-style-span" style="font-size: small;">I first saw this Emerson quote taped to a door when visiting my brother at college many years ago. Since I started my career I've always kept it on or near my desk where I can see it often. I think it speaks volumes about the meaning of life, perspective, honor, responsibility. And it's an aspirational destination that can help keep us on the proper path during these troubling times.</span></div><div style="text-align: justify;"><br /></div></span>Brian Powellhttp://www.blogger.com/profile/07049858813626258934noreply@blogger.com0