Procter & Gamble's new campaign for its Venus line of women's shaving products features Jennifer Lopez as the "Venus Goddess" — the brand's first-ever global ambassador — and a new Goddess focus to its digital marketing. According to P&G's marketing materials,

she'll inspire women around the world to "reveal the goddess in you," by feeling confident, powerful and beautiful, inside and out. Lopez — and her amazing legs — will star in all elements of the brands marketing campaigns for 2011 which includes an exclusive remake of the iconic Venus song, plus the launch of a new philanthropic effort dedicated to empowering women through education: the Venus Goddess Fund for Education.

A $70,000 corporate citizenship component will see the Venus Goddess Fund for Education donate $1 per consumer-shared "goddess story" uploaded to its website, up to "a maximum of 5,000 stories (or $5,000). In addition, a set donation of $65,000 will be made; $50,000 to the Step Up Women’s Network (U.S.) and $15,000 to CARE International (Canada)."

While charities are increasingly using not just the web, but social media, to spur donations, cause-wired philanthropy is coming of age for brands, too.

Startups like Social Reality evangelize to major brands the value add of becoming involved, while the powerhouse that is Facebook's Causes campaign has seen massive success connecting brands with consumers around a worthy cause.Continue reading...