MBA Toolkit For CSR: Corporate Branding
…Using marketing activities to undertake major initiatives to support social causes and to implement CSR initiatives comes in three forms: cause-related marketing, cause promotions and corporate social marketing...
Corporate Social Marketing is utilized to support the development and/or implementation of behavior change campaigns intended to improve public health, safety, the environment, or community well being. The distinguishing feature is the behavior change focus, which differentiates it from the cause promotions that focus on supporting awareness, fundraising and volunteer recruitment…
Setting their focus on acting as socially responsible businesses, companies are beginning to understand that their relationship with communities, customers, consumers and stakeholders need to be developed as being long-term and sustainable, not short term and transactional.
When it Comes to Safety on the Lake, Nobody’s Waterproof
With…the spring/summer boating season gearing up, the Texas Parks and Wildlife Department (TPWD) and its partners are launching a fresh public education and water safety initiative. This creative, fun, interactive social marketing campaign is called “Nobody’s Waterproof.” The campaign was developed in 2006 by Lower Colorado River Authority (LCRA) and EnviroMedia Social Marketing, Inc. and has won state, regional and national awards. This year, through an agreement with LCRA, TPWD is working to expand the initiative outside the Colorado River watershed to other Texas metropolitan areas.
New Campaign Builds Awareness of Healthy Eating
[New Zealand] Minister of Health Pete Hodgson launched a social marketing campaign to complement the Government's Healthy Eating - Healthy Action Strategy at the Agencies for Nutrition Action biannual conference in Rotorua today.
The campaign 'Feeding our Futures' has been funded and supported by the Government and developed by the Health Sponsorship Council (HSC).
"This is the first social marketing campaign of its type to be launched since the Healthy Eating - Healthy Action Strategy came into play in 2003. 'Feeding our Futures' will begin by communicating with parents and caregivers through a mass media campaign about ways of achieving healthy diets for their children…"