Staples Teams Up With Do Something

We realize July 4th is barely past, but Staples' is already urging students to not only think about back-to-school, but about giving back.

Staples is partnering with the U.S. non-profit group DoSomething.org on its 2010 Give-Back Pack initiative, which is also being promoted by celebs including country music star Kellie Pickler, TV star/singer Drake Bell and pop music star Jason Derulo as "pack leaders."

Do Something, which is also promoting its Staples partnership with PSAs featuring Twilight actress Nikki Reed, teamed with Sprint on its "Thumb Wars" anti-texting campaign earlier this year.

Running through September 18, fans can choose their "pack leader"—Pickler, Bell or Derulo—and go online for exclusive information and suggestions on planning Do Something 101 drives in their communities.

The three celebs will donate $1.00 for each member who joins their pack, up to a $5,000 ceiling. Prizes include a meet and greet with their idol at the campaign’s conclusion.

“The Staples/Do Something 101 School Supply Drive is an easy way for anyone to make a difference in their local communities. The back-to-school season is a perfect time to conduct this cause marketing campaign," notes Don LeBlanc, Staples' SVP of retail marketing, to MediaPost.

“Our marketing messages communicate our numerous ways to save, our expanded assortment of technology products and services, and the hottest new supplies. We can also remind them that some people cannot afford even basic school supplies like notebooks and pencils.”

Parents can also get directly involved via a new initiative, by texting NOTEBOOK to 20222, they can donate $5 directly to the Do Something 101 campaign. Monies raised go to beneficiary organizations chosen by Staples stores.

A new PSA featuring Pickler, Bell, and Derulo, will run on the Alloy Digital Network, a top-ranked teen community which reaches over 50 million young adults.

Staples is also ‘doing something’ -- continuing a corporate commitment to education and providing invaluable school tools to those less fortunate. Their first two pro-social drives with Jordin Sparks and Ciara raised more than $750,000 for Do Something 101 school supply drives.

Staples' 2010 back-to-school campaign also marks a move away from its "Easy" button campaign, which it also used for back-to-school marketing last year: