Cause Marketing During Ramadan

In 2012 in the United Arab Emirates, Unilever and the UAE chapter of the Red Crescent Society teamed up for a cause marketing effort that took place during Ramadan, a month-long fast that observant Muslims across the globe annually observe in the ninth month of the Islamic Calendar.

In 2012 Ramadan began on July 20 on the Gregorian calendar. During the 29 to 30 days of Ramadan, Muslims fast…that is, refrain from eating or drinking… each day from dawn to dusk. When the day’s fast ends at dusk, Muslims then partake of food and drink, oftentimes as a communal feast as in the picture above. Needless to say, Ramadan is easier when it takes place in the winter rather than the summer months.

In this campaign, Unilever’s Comfort Creations brand of fabric softeners set up a series of drop-off points for used clothing, which the Red Crescent Society then provided to the needy. The drop-off points were located in three malls in Dubai. In 2012, the campaign was extended to a mall in Kuwait. It’s hard to overstate the popularity of indoor malls in the Middle East. Having grown up in the desert kingdom of Arizona, I can relate.

Called, ‘Share a Touch of Love’ the campaign resulted in more than 45,000 donated items in less than a month’s time.

According to the press report I saw in The National, a UAE newspaper, “all charitable activities in Dubai have to be conducted in partnership with the associations or foundations approved by the Department of Islamic Affairs and Charitable Activities under the Dubai Government, Unilever returned to Red Crescent for the third year.”

Wikipedia says that charity is an important part of Ramadan. Muslims tithe a portion of their wealth throughout the year, which they call the Zakat. In Islam the Zakat is “obligatory as one of the pillars of Islam; a fixed percentage required to be given by those with savings. Sadaqa is voluntary charity in given above and beyond what is required from the obligation of zakat. In Islam all good deeds are more handsomely rewarded in Ramadan than in any other month of the year. Consequently, many will choose this time to give a larger portion, if not all, of the zakat for which they are obligated to give. In addition, many will also use this time to give a larger portion of sadaqa in order to maximize the reward that will await them on the Day of Judgment.”

From what I read, I couldn’t get a sense about whether the Muslims who donated the clothing during Ramadan considered their donation Zakat or Sadaqa.

But I can see why Unilever would want to run this cause marketing campaign during Ramadan.

Comments

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner...

Cause Marketing

Search This Blog