Magazine article Marketing

MARKETING SOCIETY AWARDS: Cause Related Marketing

Magazine article Marketing

MARKETING SOCIETY AWARDS: Cause Related Marketing

Article excerpt

WINNER Client: Avon Cosmetics Agency: In-house  COMMENDED Client: Alliance & Leicester Agencies: Davison, Smiley-Jones, Snokell, Wass  COMMENDED Client: Mass Engineering Agency: In-house 

Avon is one of the world's leading beauty companies. It has more than 160,000 independent sales representatives, mostly women, who sell its products to one in three British women.

As women are at the heart of its vision and values, Avon regards it as vital to support the fight against breast cancer, which affects one in nine women at some point in and kills 1000 women in the UK every month.

The 'Avon Breast Cancer Crusade', which began in 1992, has become an annual event generating funds for research and awareness charity Breakthrough Breast Cancer.

Money was raised from royalties on the sales of lapel pins, a beanie Crusade Bear and four key Avon brands spanning the make-up, fragrance, skincare and personal care categories.

Tenth anniversary activity in 2002 surpassed all key objectives. Fundraising through cause related marketing over-achieved by 50% against target to reach pounds 1.5m and was double the amount raised in 2001.

COMMENDED

The 'Change for Kids' campaign was a cause related marketing initiative involving the NSPCC, Alliance & Leicester and The Sun. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.