Fighting the Exploitation of Children Should Be Marketing's Next Big Cause.
If we learned anything from the unthinkable events that occurred on the Penn State University campus, it is that the American public will not stand for the exploitation of our children. The documented cases of alleged abuse at the hand of a trusted adult sparked massive outrage across the country and around the world.
As marketers, we can help those in our society who are the most at risk to predators such as accused serial rapist Jerry Sandusky and the countless others who look to harm or neglect children.
We can use our power for good.
There was a time when the marketing industry thought any association with something as negative and terrifying and potentially deadly as breast cancer would be disastrous. Unthinkable. Brand imploding. Who wants to think of cancer and dish soap at the same time? It was lunacy! But in came Susan G. Komen and the Yoplait Lids program and a host of other cause-related partnerships to make believers of us all. We learned that a) as long as the shopper believed in the charitable cause and b) believed in what marketers were doing to assist it, she would support it.
Women, even more than men, are extremely motivated by cause related marketing. Since they account for an estimated 90 percent of packaged goods purchase decisions and influence the same percentage in all household purchases, it only makes sense that brand leaders look to cause-related initiatives as spokes in their marketing wheels. (This is not to say that men-directed products aren't fertile ground for a child welfare initiative -- they certainly are. Dads and granddads and brothers are maddened by these heinous crimes, thus prime audiences for exploration.)
The Center for Missing and Exploited Children, R.A.I.N.N. (Rape Abuse and Incest National Network) and a host of others fighting for the welfare of children as well as the brands themselves would stand to benefit greatly by creating worthwhile marketing partnerships. The brands associated with such sponsorships, knowing that adults of all shapes and sizes see the importance of such support, would certainly benefit both financially and in terms of image. And if a brand wanted to "own" a charity, it could begin its own.
The stigma of brand vs. "scary charity" association was in the minds of brand marketers, as we learned with breast cancer, not in those of shoppers and consumers.
Just imagine ...
For everyone who "friends" Pillsbury baked goods products on Facebook, a donation is made to Pillsbury's "Rise Up for Kids!" Program, benefiting End Exploitation Now. For every wrapper submitted at retail of specially-marked Pillsbury products, more money is donated. Retailers who purchase Pillsbury products can receive "Rise Up!" grants that they can deliver to appropriate children's charities in their areas. Pillsbury sponsors a "Rise Up!" website, hotline and Facebook page that kids in need of assistance could call for help. The possibilities are only limited by our imaginations.
We learned from the fervor caused by recent events (and from our own cause-related history) that anyone of us who sells anything in America could benefit from a partnership that protects children.
Here's hoping we Rise Up and answer the call.
Sarah O'Leary is a creative marketing expert, author and public speaker. She works with corporations and agencies worldwide to develop innovative solutions to their marketing challenges. She can be reached at soleary64@gmail.com