what girls want
Posted by Dale Buss on October 15, 2013 01:47 PM
No doubt Girl Scouts of the USA and other longtime organizations for kids have been hit hard by societal and cultural trends including the lure of other afterschool activities, a generational de-emphasis of some traditional community touchpoints, and a dwindling availability of stay-at-home parental volunteers.
Now the Girl Scouts are leveraging at least one of those same factors—social media—to attempt to turn the tables on a recent decline in new members and "troop" leaders with a new advertising campaign under the tag line, "I can't wait to ..."
Leading brand consultancy (and brandchannel parent) Interbrand re-imagined the brand's iconic Girl Scout Trefoil symbol and used it as the visual starting point for the new campaign by transforming it into a dynamic "Kaleidoscope" storytelling device that serves as a metaphor for the ever-changing experiences girls can have in the Scouts, according to a press release.Continue reading...
Posted by Alicia Ciccone on June 17, 2013 11:02 AM
During last week's G8 Innovation Conference, Richard Branson along with the director of Kering, Jochen Zeitz, announced The B Team, a global non-profit aimed at refocusing business on people, the planet and the economy.
The 'team' is made up of a handful of global business and political leaders including The Huffington Post's Arianna Huffington, Kering's Francois Henri-Pinault, Unilever CEO Paul Polman, and the Minister of Economy and Minister of Finance of Nigeria. With a goal to take the focus off of short term gains, the B leaders hope to broaden the conversation and inspire a Plan B that focuses on solving the world's growing problems of inequality, unemployment and the unsustainable use of natural resources, according to a release.Continue reading...
brands with a cause
Posted by Sheila Shayon on June 7, 2013 11:08 AM
Pop royalty, fashion icons, princes and tech billionaires came together in London to promote Chime For Change, a equal rights movement for women and girls worldwide that utilizes an innovative crowdfunding platform dedicated to a demographic in need.
The benefit concent, performed in London, was streamed to 150 countries and televised in the US, reaching over 1 billion people who donated more than $4.3 million to the cause, which was founded by Gucci and creative director Frida Giannini, Beyonce and Salma Hayek Pinault. The non-profit is supported by the Kering Foundation and Francois-Henri Pinault, the CEO of luxury conglomerate PPR (rebranded as Kering).
The lavish performances were interspersed with mini-documentaries about the plight of women and girls worldwide in developing countries. Those attending the concert were able to donate the value of their ticket to a non-profit of their choice, thanks to Giannini, who underwrote the event.Continue reading...
Posted by Sheila Shayon on May 8, 2013 11:40 AM
A bus-stop ad in Spain is making headlines worldwide. The client, the Fundación ANAR or Aid to Children and Adolescents at Risk, is running two different messages in one campaign: one aimed at adults, the other visible only to those under 4 feet 5 inches tall—the average height of a 10-year-old.
The innovative outdoor campaign shows two versions of a boy; one clear-faced, that adults see, and the other battered and bruised that's visible to kids' eyes, with a message that reads: "If somebody hurts you, phone us and we'll help you," along with a hotline number.Continue reading...
Posted by Sheila Shayon on May 6, 2013 11:41 AM
More than 50 million Americans are “food insecure,” according to a 2011 US Department of Agriculture study. In its latest designer collaboration, Target is partnering with FEED Projects to help change that.
Target is joining forces with Lauren Bush Lauren's FEED Projects, which has previously partnered with Gap, Bergdorf Goodman and Pottery Barn, but the Target partnership is the largest to date. The collection is due to launch June 30. The duo just wrapped up a five-city tour of Feeding America programs that took them to food banks and local pantries in San Francisco, Minnesota, New York City and more. Target and FEED are hoping the partnership will generate 10 million meals for Feeding America.
"Target (has) such a massive reach that we just don't have," Lauren told USA Today. "So it's wonderful when we can partner with Target to really just blow it out and have such a big impact in a short amount of time."Continue reading...
brands under fire
Posted by Sheila Shayon on December 10, 2012 06:04 PM
Merck chairman and CEO Kenneth C. Frazier was honored in June with the “Good Scout” Award by Philadelphia’s Cradle of Liberty Boy Scout Council. Frazier grew up in North Philadelphia and credits scouting as instrumental in his life. Now Frazier, the first African American to head a major pharmaceutical company, is turning his back on the organization until it reverses its discriminatory policies.
Now Frazier and Merck, one of the largest pharmaceutical companies in the world, have joined the growing wave of corporate leaders taking a stand against discrimination towards gay scouts and leaders in the Boy Scouts of America.
As GLAAD notes of the corporate backlash to the Boy Scouts' anti-LGBT stance, Merck joins Intel and UPS with the following statement: “The BSA's policy of exclusion based on sexual orientation directly conflicts with the Merck Foundation’s giving guidelines. The Foundation re-evaluated funding for the BSA when the organization restated its policy that excludes members on the basis of sexual orientation. Merck Foundation has notified the BSA of this decision.”
Boy Scouts of America director of public relations, Deron Smith, provided the following statement to brandchannel: “Scouting believes that good people can personally disagree on this topic and still work together to accomplish the common good. While not national sponsors, these companies have positively impacted America’s youth through support of Scouting in local communities. We respect their right to express their own opinions.”Continue reading...
Posted by Sheila Shayon on December 4, 2012 12:06 PM
Google is wielding its worldwide clout with a new platform that subtly promotes its foundation and corporate citizenship work by shining the spotlight on worthy non-profits.
The brand's first Global Impact Awards were announced today, recognizing seven startups that are applying innovation and technology to the world's most daunting human challenges.
Google is putting its money where its brand promise lies — "to organize the world's information and make it universally accessible and useful" along with its unofficial slogan, "Don't be evil.”
“From real-time sensors that monitor clean water to DNA barcoding that stops wildlife trafficking, our first round of awards provides $23 million to seven organizations changing the world," stated Jacquelline Fuller, director of giving at Google, in a blog post.
The seven nonprofits winning the first Google Global Impact Awards:Continue reading...
Posted by Dale Buss on November 30, 2012 12:25 PM
Earlier this year, Procter & Gamble moved the global headquarters of its beauty and baby-care business and the Pampers brand to Singapore from corporate headquarters in Cincinnati. Now, the CPG giant wants to make Singapore its worldwide capital for manufacturing of water-purification products.
In fact, P&G has just announced a lofty goal for the Purifier of Water plant that it is scaling up in Singapore: to cleanse enough drinking water to "save one life every hour by 2020" somewhere on the planet. The powder is a mini water purification plant in a packet. The small packets, when stirred into water, causes heavy metals, dirt and parasites to bind together then fall to the bottom of the container. Strained through a filter cloth and after 20 minutes, the water is drinkable.
P&G has been distributing these packets in more than 65 countries since 2004, attacking the global scarcity of potable water and raising awareness about the problem. Now it's increasing its investment in this commitment with its Singapore plant opening. "We've taken [P&G] innovation power and focused on one of our world's biggest challenges, clean drinking water, a lack of which takes the lives of thousands of children every day," stated P&G CEO Bob McDonald.Continue reading...