While the goal of all cause marketing is to foster a positive reputation, CauseMarketing.com tags the business purpose of a campaign as “goodwill” when there is no other, more direct goal (i.e., sales, defense, or advocacy). As an example, if a cause marketing campaign offers veterans discounts or free meals on Veterans Day, then the business goal of that campaign is sales. But if the cause marketing campaign simply thanks veterans for their service without incentivizing sampling, then the business goal of that cause marketing campaign is “goodwill”.

Major League Baseball Stands Up to Cancer

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MLB players, vendors, fans, and an umpire honor the people in their lives affected by cancer as they hold “I Stand Up for” signs. The native ad announces that Stand Up For Cancer will be featured at the upcoming World Series Game on October 24, 2014.

MasterCard 'Stand Up to Cancer' Campaign: World Series 2012

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During the 2012 World Series, MasterCard makes an on-field, in-game presentation of a $4.1 million ‘debit card’ to Stand Up To Cancer. The donation represents the proceeds from MasterCard’s Dine and Be Generous campaign. One cent was contributed for each MasterCard transaction over $10 between July 10 to September 28, 2012.

NFL 'Salute to Service'

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In-program promos of the NFL’s Salute to Service initiative, integrated with NFL coverage, on: NFL Fantasy Live (NFL Network), NFL Football (Fox), That Other Pregame Show (CBS), and NFL Game Day Highlights (NFL Network)

P&G 'Thank You Mom' Ad: #BecauseOfMom

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In this 2014 Winter Olympics edition of Procter & Gamble’s “Thank You, Mom” ad campaign, supportive mothers help their children learn to walk, skate, and ski on their way to becoming successful Olympic athletes.

P&G 'Thank You, Mom' Ad: "Best Job"

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In this 2012 edition of Procter & Gamble’s “Thank You, Mom” ad campaign, supportive mothers take their children to practices and help the kids deal with setbacks on their way to becoming successful Olympic athletes.

P&G 'Thank You, Mom' Ad: "Tough Love"

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In this 2014 P&G “Thank You, Mom” ad, footage of triumphs at the Paralympic Games is interspersed with Moms supporting their children through years of challenges, physical therapy, and strength conditioning.

P&G 'Thank You, Mom' Ad: "Strong"

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For the Olympic Games in Rio, P&G’s 2016 “Thank You, Mom” ad features supportive moms helping their children persevere through difficult circumstances on their way to becoming Olympic champions.

Unilever 'Project Sunlight' #BrightFuture

2024/05/26 0

On Universal Children’s Day in 2013, Unilever launched a campaign called ‘Project Sunlight,’ which it describes as “a growing community of people who want to make the world a better place for children and future generations” and “a new initiative to motivate millions of people to adopt more sustainable lifestyles.”