Skip to main content

Buy One Give One Blankets

The New York office of design firm Beattie McGuinness Bungay has designed and is now selling an infant blanket meant to help new parents in the developing world to understand things like vaccinations, average infant growth, breast-feeding, illness-warning signs and the like, and they’re taking a BOGO approach to marketing the blankets.

‘The Information Blanket’ is made of double-knit cotton…loomed in North Carolina and screen printed and lock-stitched in New York City… and features bold info-graphics screen-printed in water-based dyes. You can see the blanket at the left from this article in the June issue of Fast Company magazine.

The BOGO (Buy One, Give One) price is $40 and the donation-only price is $25. Plainly BMB wants you to buy two.

The first batch of Information Blankets are headed for Uganda, where, the website says, the infant mortality rate is 76.9 deaths per 100,000 births. The comparable rate in the United States is 6.3. In Japan it’s almost half again lower at 3.2 deaths per 100,000.

The Information Blanket reminds me nothing so much as the ‘stations of the cross’ in Medieval European cathedrals. When the cathedrals were originally built, few of the parishioners could read, so the stations of the cross told the passion narrative with images only.

In the traditional sense of illiteracy that’s unfair to Ugandans, who have a reported adult literacy rate of 75 percent. But the illiteracy that the Information Blanket addresses is the illiteracy of new parents. As any parent can tell you, no baby comes with an instruction manual. More to the point, the first child also doesn’t come with any parental experience with newborns either. Every little sniffle that you know is normal after you’ve had three children can seem like a crisis when it’s your first.

The Information Blanket isn’t a new baby manual. It’s more like one of those laminated quick reference guides they sell at bookstores that lays out the basics of calculus or how to conjugate verbs in Latin or easy Wordpress shortcuts.

The Information Blanket is a cottony-soft cheat sheet for new parents in the developing world.

I like it.

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

There are stock indexes galore; the Dow, S&P 500, the NASDAQ Composite, the Wilshire 5000, the FTSE, and hundreds more. But how would an index of the stocks of companies that do a meaningful amount of cause marketing perform compared to those well-known indexes? Pretty well, as it turns out.

I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. I tried to figure out Yahoo Pipes so that I could put the feed right into this blog. But alas sometimes the geek gene does fall pretty far from the tree.

So I talked to programmers to see if I could find someone who could do the same, but it was always more than I was willing to pay.

Finally, last week I hired a MBA student to do it all in a spreadsheet, and what do you know but that over the last 15 years a basket of 25 cause marketing stocks dramatically outperforms the Dow, the S&P 500, the NASDAQ Composite, and the Wilshire 5000.

The index, which I call the Alden Keene Cause Market…