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Cause Marketing

Cartoon Network Launches Anti-Bullying Campaign That Reaches Adults and Children

The Cartoon Network has launched an anti-bullying campaign, “I Speak Up,” that coincides with the network’s Speak Up Week, taking place between September 29 and October 3. For the “I Speak Up” portion of the campaign, the Cartoon Network has gotten participation from Attorney General Eric Holder and Secretary of Education Arne Duncan. They’re also asking for help from all of us.

The network wants the public to submit videos with the hashtag #ISpeakUp that encourages others to pay attention and participate as well. Submissions to the campaign’s website that are selected by the network will become a part of clips that appear on TV and online.

In addition to AG Holder and Secretary Duncan, notable names including Robin Meade from HLN Morning ExpressAmerica’s Got Talent‘s Howie Mandel, and CNN’s Anderson Cooper are also participating.

This lineup of supporters is impressive. But just as important is the outreach that the network is doing to parents and educators.

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Mediabistro Course

Mobile Content Strategy

Mobile Content StrategyStarting September 24, learn how to write content for smartphones, tablets, and mobile devices! In this online course, students will learn how to publish across multiple channels and manage the workflow, optimize content for mobile devices, and  engage with their audience across screens. Register now!

Online Campaign Has Celebs Posting Crotch Grab Pics for Testicular Cancer

Online activism has gotten an ice cold shot in the arm with the ALS Ice Bucket Challenge, which has raised more than $100 million to date. As predicted, other causes are seeking to achieve this unbelievable level of viral action (Hot Soup Challenge?). Celebs continue to participate with these online efforts as well, which only adds to a campaign’s ability to rise to the top.

Of course, pics of celebrities grabbing their crotch in the name of charity would get some attention. Welcome to #FeelingNuts, the new campaign to raise awareness about testicular cancer.

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ALS Association Wants to Trademark ‘Ice Bucket Challenge’

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Can you blame them, really?

Yet some attorneys call the move “shameful”, comparing it to last year’s attempt to trademark the phrase “Boston Strong” in the wake of the bombing that shook that city.

Everyone from Mark Zuckerberg to Anna Wintour, a robot and a smartphone poured water over themselves for advocacy this summer. Pamela Anderson and several big fashion names even sparked some ethics debates by co-opting the meme for their own purposes.

But this move undermines the campaign.

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Food Companies Using Their Farming Connections To Tackle Big Problems


Lost amid a good deal of the talk about the wave of unaccompanied immigrant children who have crossed the southern border into the US are the children themselves and the circumstances that drove them to take a lonely, frightening and perilous journey on their own.

Coffee company Kenco is using some of its marketing effort to talk about its work in Honduras to counter the deadly gang culture that has overtaken San Pedro Sula and other areas around that country. They’ve created the clip above to talk up the program, “Coffee vs Gangs,” that will teach 20 Honduran children how to be coffee farmers. And they will publish regular updates to let people know about the progress the selected kids are making.

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Downton Abbey’s Classy, Charitable Response to ‘Water Bottle-Gate’

By now, you’ve probably seen the promotional image for Downton Abbey that’s had fans, history purists, and the internet in general in a multi-day frenzy, but in case you haven’t, here it is — out-of-place plastic water bottle and all:

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In response to the media madness, the cast of the hit show has released another image, and this one is chock-full of water bottles. Only this time, their presence is intentional, and intended to refocus the public’s attention on a worthy issue.

A spokesperson for British TV network ITV explained, “After seeing the reaction the picture caused earlier this week, the cast and crew came up with the idea of turning some of this attention towards an issue around water that really matters. They hope that by posing for this picture they will be able to raise awareness and amplify the work of international charity – WaterAid.”

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WaterAid is a charitable organization that has spent decades bringing water, sanitation and hygiene education to where it’s needed most.

Barbara Frost, Chief Executive of WaterAid, said: Read more

Tony Hale of Veep Impresses the Ladies by Standing Up to Cancer

In Celebrity Cause Marketing news, today witnessed the debut of a spot promoting hotel search engine RoomKey and its Stand Up to Cancer initiative via Hungry Man Productions and Emmy winner Tony “Don’t Call Me Buster” Hale.

We very much like the fact that the spot satirizes the driving force behind most cause marketing campaigns (and, if we’re being honest, most charities): self-satisfaction mixed with a little third-party validation.

For the record, we hope more cause campaigns embrace this tone of self-awareness. It’s much more appealing than the guilt trip that fuels so many such initiatives.

Now, in case you doubted Mr. Hale’s acting prowess, click through for a clip of him promoting a very different kind of product…

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Batkid Begins Trailer Brings Make-a-Wish Hero to the Big Screen

The tiny hero who launched a million* tweets is headed for the big screen.

In case you missed it (yeah right), #SFBatkid was the hashtag of the fall, scoring a whole hell of a lot of attention for sponsor Make-a-Wish, the city of San Francisco and partner-in-crime social media agency Clever Girls Collective.

Now, as revealed at Comic-Con this weekend, social media superhero Miles Scott will soon hit the big–or at least bigger–screen via Batkid Begins, a “feature-length crowdfunded documentary”; the trailer debuted online yesterday.

It’s quite a cinematic effort from “award-winning filmmaker Dana Nachman (Witch Hunt)”, who has raised “$45,500 of a $100K goal to date” in an ongoing Indiegogo campaign. This looks like another big win for both Miles and Make-a-Wish; does anyone doubt that Nachman will reach her goal?

Also: whoa there, Chris Taylor of Mashable. Don’t dive too deeply into our psyches.

One thing we know for sure: this clip will give you a more positive Monday morning buzz than the new Mockingjay trailer.

*Well, 400K tweets. But still.

Target Is Using Philanthropy to Make Back-To-School Better Than the Holiday Season

targetThe holiday shopping season certainly wasn’t good to Target. Perhaps a little too eager to put that in the past, the retailer is already focusing on the back-to-school season. Not even a week after the 4th of July.

To get its mojo back post-data breach, Target is launching a campaign focused on social responsibility — Buy One, Give One — that will give one of Target’s brand of up & up school supply items to a student in need for every purchase made between July 13 and August 2. Items like crayons and paper will be included, more than 300 products in total. The goal is to donate $25 million worth of things to Kids in Need.

“If we reach that goal, this will be the largest cause campaign donation Target has ever made to a single organization; an important milestone on our way to giving $1 billion for education by the end of 2015,” reads the press release about the program.

This is great. The company points out that parents are spending an average of $600 on back-to-school shopping each year, a steep price for many people. But it doesn’t really address the whole data-breach, digital-security thing. Read more

Reading Rainbow Kickstarter Raises $6 Million Thanks to ‘Viewers Like You’ (and Seth MacFarlane)

When we first told you about LeVar Burton‘s Kickstarter campaign to resurrect Reading Rainbow in a web-based format aimed at giving classrooms and kids everywhere access to an unlimited library, the fundraising goal was to reach $1 million by the second of July. Only a few days into the campaign, on May 29th, the campaign had already exceeded that goal. Overwhelmed and inspired by the support, Burton then decided to shoot for a “stretch goal” of $5 million.

As of this writing, with five hours left in the campaign, over $5,150,000 has been raised. Factor in comedian Seth MacFarlane‘s recent pledge to donate another million all by his lonesome, and Burton is looking at well over $6 million.

So what does exceeding the goal mean for Reading Rainbow?

A colorful GIF (below) explains exactly what the extra money will allow Reading Rainbow to do, including the creation of mobile apps and free subscriptions for thousands of in-need classrooms. And since there’s still time to donate, the Kickstarter page currently has this promise posted: “We have reached our $5M stretch goal and can help 7,500+ classrooms. Now, EVERY $100K helps another 500+ classrooms!”

Is it too early in the year to call this the greatest Kickstarter campaign of 2014? Possibly. But that’s not going to stop this PRNewser writer/bookworm/library enthusiast/childhood-Burton-admirer from declaring it so.

 

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Always Asks Followers to Help Redefine the Phrase ‘Like a Girl’

Sheryl Sandberg’s “Ban Bossy” campaign got a lot of media attention earlier this year, but its real-world effects felt limited. A study by online community SheSpeaks seemed to contradict some of the main points of the campaign: its participants said that they felt a perception of “bossiness” could be just as damaging to a man’s career as a woman’s.

Now Always, ad agency Leo Burnett, PR AOR MSL Group and documentary director Lauren Greenfield (“Queen of Versailles”) have teamed up to offer a different take on hurtful phrases and what they mean to young women. This spot launched today:

Like most recent campaigns, this one is very much multi-media. It started with a unsurprising survey:

  • 56% of young women experience a drop in confidence at puberty
  • Most see “like a girl” as a derogatory phrase

Always is using its social platforms to spread the campaign’s influence via user-generated content, encouraging followers to share pics and videos to illustrate their takes on what “like a girl” really means. Will it be more influential than “Ban Bossy?”

This spot may not include a guest appearance by Beyonce, but based on all the recent reports about the power of social influencers, we’re optimistic.

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