Skip to main content

Bleeding-Edge Cause Marketing

Help, a company that sells single-symptom remedies to things like headaches and cuts, has teamed up with DKMS Bone Marrow Donor Center to deliver a wonderfully-integrated cause marketing campaign at the bleeding-edge of innovation.

When you buy a package of Help’s brand of adhesive bandages called ‘Help I’ve Cut Myself & I Want to Save a Life’ you get their regular 16 bandages in two sizes. But you also get a kit to collect some of the blood that you’ve just spilt and register with the nonprofit’s bone marrow donor registry. Besides the bandages there are instructions, permissions, and the like.

Help’s remedies are available at most Target and Walgreens stores, and elsewhere.

Registering for such databases is a simple matter of giving a blood sample. But unless your consciousness has been raised to the need for bone marrow donors… probably due to personal experience… chances you haven’t made the effort to do so. Heaven knows I haven’t

But ‘Help I’ve Cut Myself & I Want to Save a Life’ takes out the middleman. There’s no extra trip to the hospital or doctor’s office required. And the collection kit, disguised as a package of adhesive bandages, is idiot-proof.

The blood sample goes to DKMS Bone Marrow Donor Center, a nonprofit founded in Germany, but now with operations in the United States, that adds your name and blood type to its bone marrow registry.

Help’s products stand out in several ways. The packaging, which is standardized across all of Help’s remedies, is made of post-industrial paper pulp and bio-plastics that degrade in compostable environments. The products themselves are single-ingredient meant to treat single conditions. Help I’ve Got a Headache, for instance, is just acetaminophen sans dyes or other components.

Meanwhile, the DKMS Bone Marrow Donor Center came to the United States in 2004 where people with blood cancers are well represented by the Leukemia and Lymphoma Society. So the piece of the puzzle that DKMS carved out for itself is registering bone marrow donors. That focus is evident in one of DKMS’s URLs, which is Worldwide DKMS’s registry now has some 3 million registered bone marrow donors and has aided in some 29,000 bone marrow and peripheral blood stem cell transplants.

This is bleeding-edge cause marketing by two very focused entities, and another example of cause marketing not meant to raise money.


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…

Cause-Related Marketing Meets Microfinance and Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …