Page 91 - MYM 2015

healthy fast-food option, you would be grateful for the long-term partnership the company has had with the American Heart Association. Through this partnership, several initiatives have been made possible including: Start! Walking at Work, Jump Rope for Heart, and the American Heart Walks. You would have also been pleased with the announcement in January 2014
from First Lady Michelle Obama that SUBWAY had committed to promoting healthier choices for kids through a new marketing campaign and additional restaurant offerings. The American Heart Association added to this applause by then sending a follow-up press release praising the effort: “For almost 15 years, we have worked with SUBWAY to develop and provide healthier meals to adults and children. Today is another example of SUBWAY’s leadership and its commitment to kids’ health.” (Lee & Kotler, 2015, pp. 448-449.)
Allstate: Texting & Driving. Given the statistic from the Centers for Disease Control and Prevention that car crashes are the
number-one killer of
to and from school daily. And in New York City, nearly 120 third graders met with FedEx volunteers who walked with the classes to a place called Safety City, a place with a replica of a New York City streetscape created just for kids by the New York City Department of Transportation. To impress the kids regarding driver visibility, students were able to board a FedEx delivery truck and get behind the wheel so they could observe the limited visibility of their peers in front of a truck. Since the beginning of the program, more than 2.2 million students have joined with nearly 14,000 FedEx volunteers in 5,500 schools for this pedestrian safety event around the world to reach families. (Kotler et al., 2012, pp. 167-168.)
TOMS Shoes: Shoes for the Poor. In just four years, TOMS grew from a start-up shoe selling company based in the living room of the owner Blake Mycoskie’s shared Santa Monica, California, apartment to a company that had sold more than a million pairs of
shoes. Key to its success was a cause-related marketing initiative where, for every pair
of shoes sold, TOMS promised to give one pair away to a child
in need. Unlike many cause-related efforts that are one-time only
or for a limited time,
this one is “permanent”. Demonstrating this corporate commitment to do well and do good, a second product offering followed in June 2011, TOMS Eyewear, providing a pair of glasses to people in need for every pair of TOMS Eyewear glasses sold. (Kotler et al., 2012, pp. 86-87.)
Yoplait Yogurt: Breast Cancer. The story told on Yoplait’s “Friends in the Fight”
web site, states that “It all started when some General Mills employees rallied and raised funds for a fellow employee and friend diagnosed with breast cancer. The story reached and resonated at headquarters because it was beyond something nice. It was an outpouring
of love and support that embodied Yoplait’s brand persona and mirrored the real actions for our everyday consumers. From there, the Save Lids to Save Lives program and Yoplait’s commitment to the breast cancer cause grew.” It also reports on the site that in 16 years they have contributed $35 million to organizations such as Susan G. Komen which, in part, supports breast cancer research and provides services and education
mind I91 your
U.S. teenagers, it might
not be surprising to nd
that Allstate Insurance is
interested in in uencing
safer teen driving. And
given the alarming
increase in teens’ texting
while driving and the
grim statistic that an
average of 11 teens are
killed every day from
crashes involving texting
and driving, (https://
www.allstate.com/auto-
insurance/teen-text-
pledge.aspx), it also isn’t
surprising that texting is
a focus for their efforts,
one with the potential to
also reduce their claims.
A cornerstone initiative is
a social marketing effort
to in uence teens, along
with other family members, to make pledgesnot to text and drive. The movement began in 2009 with efforts including a 30-city national tour of the live pledge events and a Facebook virtual pledge page. Upon pledging, participants receive thumb bands with the words TXTNG KLLS to wear as a daily reminder of their commitment. By November, 2011, Allstate had received more than 250,000 pledges.(Kotler et al. 2012 pp. 122-123.) FedEx: Pedestrian Safety. Pedestrian safety is a strategic area of focus for FedEx, with one initiative supporting employees to volunteer to participate in the International Walk to School Day. In the Philippines, FedEx volunteers that day shared with parents best practices for maneuvering crowds of children walking
“I want every corporation in the world to MARRY a social issue (not just date), and then focus philanthropic support on that single issue.”
marketing