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Greetings!
Not that long ago consumer research on CSR and cause marketing largely focused on US consumers, but in recent years several major studies have gauged consumer attitudes around the world. Although differing in emphasis, the studies concur that cause-based programs resonate globally.
The USA is still the world's most active CM market, but we're seeing more interest and activity beyond our shores. Here are three international campaigns that have captured our attention of late:
 Western Union's '31,000 Book Drive' invited consumers in 21 countries to participate in its campaign celebrating Chinese New Year. For every transaction sent from one of the designated countries to China, Western Union donated $.25, up to $50,220 (the cost of funding 31 libraries of 1,000 books each). A donation of $.25 was also made for every program announcement retweet and "Like" of its post about the campaign.
Gillette India has launched a new message-focused video called 'Soldier for Women', asking men to become a soldier - not to go to war or guard the borders but to protect and respect women. The campaign takes its cue from India's recent public outrage and protests demanding justice and protection for women after the death of a 23-year old medical student. The campaign was a spin off of its existing 'Everyday Solider' campaign.
 During Indian Hindu festival Kumbh Mela, Unilever brand Lifebuoy literally branded the widely-consumed flatbread called roti with the cause message, "Did you wash your hands with Lifebuoy?" Part of Unilever's larger global hand washing initiative, it is projected that 2.5 million rotis were consumed during the festival.
We'll be covering global cause marketing at our 11th Annual Conference in May with a panel entitled 'Cause Storytelling Around the World'. Hope you'll join us!
Sincerely,
David Hessekiel
President
Cause Marketing Forum
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February 26, 2012 1:30pm - 2:30pm ET
Cost: $99 or FREE for CMF Members
The one guarantee on YouTube is that you can't just "make it go viral". Great online video strategies take this guarantee into account and build solid content foundations that support an organization's purpose. This webinar will cover YouTube cause marketing case studies - both positive and negative - and discuss the elements in play behind the videos. Join George Weiner, Founder of Whole Whale and former CTO of DoSomething.org for this practical, informative webinar!
You will learn:
- The pros and cons of incorporating video into your cause marketing campaigns.
- Types of content strategies applicable to cause marketers.
- The basics of the YouTube Nonprofit program.
- Tactics for promoting cause videos and building a channel.
- How to use analytics to boost the power of your online videos.
You Will Receive:
- Unlimited access to the recorded version of this webinar (a great option if you're not able to attend on the designated date and time)
- A download of the PowerPoint presentation that accompanies this webinar
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February 14, 2012 1:30pm - 2:30pm ET
FREE for ALL
 What's the best way to convert your existing cause initiatives and nonprofit partnerships into engagement-centric campaigns boasting a veritable army of brand advocates? Join Causes in this FREE webinar to learn how to harness maximum brand value and deliver meaningful social impact.
Has your organization mastered the art and science of getting your customers to recommend your brand to their friends and family? This webinar will provide best practices to achieve this valuable word-of-mouth validation.
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