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Now Showing at a Theater Near You: Cause Marketing

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2011-10-14-oncoalriver.jpg

My friend David Neff is a pretty incredible guy. He's an author. He's a fright master during the Halloween season. And he starts cool things like Lights. Camera. Help., a nonprofit that helps other nonprofit use film and video to tell their stories. David even hosts an annual film festival in Austin, TX to showcase films-for-a-cause.

A big winner in the festival this year was the documentary On Coal River. Shot over a period of five years, the film follows a former coal miner and his neighbors in a David-and-Goliath struggle for the future of their valley, their children and life as they know it.

Watch the trailer and you'll see why this film was so highly regarded. I'm going to check it out myself. But the reason David thought of me was the cause marketing partnership the film has with apliiq -- a new media fashion company that collects rare, vintage and recognizable textiles and applies them to everyday garments (I'm thinking of getting one of their hip hoodies so I can be, well, more hip.).

Ten percent of proceeds goes to Coal River Mountain Watch featured in the film, On Coal River. Apliiq donates an additional 10 percent of sales to Lights. Camera. Help. to encourage more non-profits to share their causes through film.

A great film. A great cause. A generous company. This is one triple feature you don't want to miss.