We @ DroppingJaws.com have taken notice to the niche market of cause marketing which continues to be an unattended market but we feel its a gold mine for marketing and advertising firms trying to make a name for themselves. One of our sponsor Agapecean Marketing Firm LLC (www.agapecean.com) a for profit “Cause Marketing agency has brought to our attention the lack of adequate marketing and advertising campaign in the cause marketing arena . Wikipedia defines cause marketing as a type o”f marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit.
The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations”. It was brought to our attention about the sudden backlash from an anti-abortion billboard campaign that many feel is geared specifically towards the African American culture . This campaign has been the topic of choice due to the magnitude of the topic and the location of the hosting cities.
New York City and Atlanta, Georgia is considered some of the major metropolis areas of the north and south east. With tag lines stating quotes such as “The most dangerous place for an African-American is in the womb” has given motorist and pedestrians and reason to stop, look and listen. We @ DroppingJaws.com purpose in writing this article is to address the lack of adequate advertisement and marketing for “Cause Marketing” that all !!! Now that’s out the way, in some regards fellow citizens of the marketing and advertising community believe the same type of creativeness and guile used for profit marketing campaigns are different than for not for profit.
Well when we presented with this statement we say the “proo-fit is in the pudding” there are great cause marketing campaigns out their such as the Truth Campaign that have great ways to showcase how the tobacco industry uses their creativeness and guile to recruit more smokers as shown in the video below:
But to those of you who are in the know the “Truth Campaign” was created out of a settlement between the government and tobacco big business to the tune of $206 Billion with a “B” through 2025 through the Tobacco Master Settlement Agreement. The states allocated the portions of the payment to go to American Legacy Foundation ( AFL) received $1.45 Billion over 5 yrs to fund advertising which breaks into $150-220 million a year on the anti-smoking campaign making it one of the largest advertising accounts in the country spreading a marketing, public relation and advertising information blanket over the globe.(sources http://www.law.umaryland.edu/marshall/crsreports/crsdocuments/RL30058.pdf)
Now with being stated the results of the “Truth” campaign effectiveness
“In February 2005 the American Legacy Foundation released the results of an evaluation of the national truth® campaign that was published in the American Journal of Public Health. The study found that 22 percent of the overall decline in youth smoking during the first two years of the campaign (2000-2002) is directly attributable to truth®. This equates to 300,000 fewer youth smokers in 2002 as a result of the campaign.”(sources http://www.in.gov/itpc/2465.htm)
Many organizations don’t have this type of financial backing to create such an atmosphere of results also to bring some of the brightest and creative minds together under one umbrella. These findings has gone to show that in some case more cents equals more sense (THE PROO-FIT IS IN THE PUDDING). Even though the Anti-Abortion campaign went for “shock” value it’s not far fetched to say that maybe if that campaign had the finacial funding of $150 million maybe the creativeness and effectiveness of the campaign would be higher and citizen wouldn’t be asking for the removal of the billboards. For those of you who think the later we ask you this : Which billboard gets your attention???