Ad Research

SOCIALLY RESPONSIBLE ADVERTISING : Altruism or Exploitation?
Popular causes to target in marketing strategies are: environmental, health, animal rights, saving endangered animals.

Ad campaigns for various companies and their cause are listed below. Some companies have used these tactics to diffuse negative images.

Advertising associated with social causes has been referred to as: (see lists to right) "DO GOOD" Categories 1. Niche Builders 2. Passion Branders 3. Image Builders	advertising with social dimensions advertising with a social agenda altruistic marketing caring capitalism cause marketing cause-related marketing commercial altruism	corporate social marketing corporate issue promotion enlightened capitalism enlightened self-interest marketing communications and promotions with social dimensions socially responsible advertising	strategic philanthropy social issues marketing venture marketing mission branding passion branding cause branding good samaritan publicity campaigns mission marketing

American Express They raised $1.7 million in a period of three months to restore the Statue of Liberty.	Ben & Jerry's Company is best know for bringing "sixties" values to today's business world. Is recognized as one of the most progressive, socially active corporations in America.	Ford Motor Company shows their environmental concerns in their ad campaign.	Kelloggs They America’s Promise on the backs of Kellogg Corn Flakes and Rice Krispies boxes throughout 1998. They have provided technical training to African-American boys.

AD Busters Benneton Spoof	Benneton From a 1998 Benetton catalogue, images of Arabs and Jews in solidarity together.	The Body Shop Body Shop human rights posters, in conjunction with Amnesty International	Denny's Diversity campaign after they were caught discriminating against African Americans and hit with a law suit.

Esprit The controversial ad that appeared in Spy magazine for Eprit’s bed and bath line, February 1990.	NIKE ad campaign "Let Me Play" promotes women's sports and portrays girls in a positive light .	Kenneth Cole 1. Homelessness / 2. AIDS	Discover Endangered Species-The American Zoo and Aquarium Association, partnered with Discover.®

Rockport The famous drag queen, Ru Paul, dressed as a man, in Rockport’s “Uncompromise®” ad campaign.	Starbucks This ad is in partnership with CARE, the international relief organization. Starbucks is helping to bring clean water to Guatemala through funding of the Rural Water and Health Project. Besides water, the project also focuses on health improvements.	Working Assets Working Assets is the leading long distance company working for peace, human rights, equality, education, and the environment.	Tanqueray Mr. Jenkins is encouraging people to participate in the AIDS Bike Rside.

Avon 3 day walk for breast cancer	Eddie Bauer Recycling has become a way of life. Plant a tree.	General Motors General Motors has involved the fashion industry in the “Race for the Cure.”	Chevron After being sued by workers in their oil refineries due to poor health conditions and other lawsuits from SFPUC to move a dangerous pipeline, they came out with "Do People Care about the Environment?" "People Do" campaign.

Phillip Morris Sponsors nationwide food drives	Phillip Morris Philip Morris Companies Inc. promotion showing their involvement in national literacy programs.	Phillips Petroleum 1999 ad featuring Phillips Petroleum and their environmental advocacy.	RYKA Strong comittment to helping battered women, "Sometimes the only way to work it out, is to work out" The tagline is "Be strong"

Tanqueray sponsors Boston/NewYork AIDS ride	Timberland Beliefs-based marketing communications have improved their community relations. "Give racism the boot" is one of their slogans. They partnered with City Year National Youth Services Corp.	Time Warner Literacy campaign	Toyota After a previously controversial ad campaign, sensitivity to Diversity became the theme: “Many admirable qualities. A variety of colors. Sort of like people.”