Cause based marketing is that involves the cooperative efforts of a for-profit business and a non-profit organization for mutual benefits
Many a times, advertising has been blamed for not generating ROI and end result. The 5 case studies shown below will change that perception about advertising. These demonstrates how advertising can contribute to positive social change and make you believe in the Power of advertising
Cause based marketing case studies from India
1) Mukhota:-The Lifesaver Mask
Mukhota-The Mask has become a life saver for over 2000 fishermen families.
Headlines like ”fishermen from Indian sea goes missing”, is a regular news in leading newspaper dailies. For the families who lose their near and dear ones for months or years or forever, this drastically impacts their life. A Mumbai based NGO, Work in India, after having done intensive research on the matter and meeting several fishermen approached Kinetic India to formulate some method to save the fishermen from this ordeal.
This is where mukhota , the mask kept in boats to ward off evil threw a brilliant idea. By Adding GPS to the same & tracking it, the distance of boat from a particular distance could be tracked thereby generating an alarm whenever the boat crosses the border. Over 2000 masks were distributed across coastal villages & they have been activated over 15, 000 times in multiple regions. The NGO is awaiting financial aid from the Govt. of Maharashtra so that maximum number of devices can be produced and provided to fishermen free of costs
This Initiative by Kinetic Worldwide shows excellent example of cause based marketing and went on to receive the Kyoorius creative awards 2017
2) WORLD’S 1ST STREETS NAMED AFTER STREET KIDS:-
This was another simple idea done by Door Step School. This was about making slum kids and their parents believing in the power of education.
It’s not easy being a kid in a slum in Mumbai. Life is tough. Their parents work day and night but barely make both ends meet. On the other hand, the goons and slum lords seem to have all the time, money and respect.. Due to these wrong role models, the kids either never go to school, or drop out pre-maturely
Door Step School wanted to inspire these kids to believe in the power of education. Together with FCB India, Door Step School found a way to do that: By naming slum streets after school kids. The publicly celebrated road-naming ceremonies gave instant fame and respect to the kids who chose the right path. They organized huge inauguration ceremonies with special guests and local celebrities. Imagine having a street named after you when you are only 12! Especially when you know that in India only famous, learned people like Mahatma Gandhi, Swami Vivekanand etc.. have streets named after them.it was a huge hit and attendance was in full for next academic year class. This campaign was awarded at Kyoorius creative awards 2017
3)Savlon Healthy Hands Campaign:-
This won a gold in Outdoor Lions category in cannes 2017 for O&M. The Savlon Healthy Hands and Chalk Sticks campaign was part of ITC Savlon’s programme designed to encourage behavioural change towards washing hands among children.
The initiative, conceptualised by Ogilvy, saw the infusion of cleansers (soap) into chalks, branded as ‘Savlon Healthy Hands Chalk Sticks’.These chalk sticks can be used to write on slates like normal chalk. When children wash their hands with water before eating, the chalk on their hands works like soap. It is rooted in the premise that children wash hands with water, and don’t have a habit of using soap
With Savlon Healthy Hands Chalk Sticks, the chalk powder on the hand turns into a soap-like cleanser and generates lather as soon as it is placed under water.
This won a gold in Glass Lions category in cannes 2017 for L&K Saatchi & Saatchi.The harsh reality is that girls miss 5 days of school every month (and women miss 5 days of work) because their periods come in the way. Not being able to afford sanitary protection, not having a place to change, not knowing what can be used are just some of the factors that contribute to this.
‘Giving a girl 5 days of her life back every month’ became the first step in ensuring that the girl can fulfil her ambitions.”Give her 5 “is a crowdsourcing platform, to bring attention to the 400 million women in rural and urban India, who have hygiene care issues, during those 5 challenging days of the month. They neither have access nor affordable means to get sanitary napkins. They use newspaper, torn old clothes, leaves or just stay away from sight. Worse still, our girl children bear the brunt of this, as they drop out of school and can’t live up to their potential. This comes from lack of enough education and the negative connotations associated with the menstrual process. “Give her 5 ” encouraged people to contribute as little as $5, and help “gift ” the woman a 12 hour, anti-microbial, sanitary napkin that can be reused after wash called “Saafkins”.
This will last for a full year and ensure health and hygiene. It also enables the woman to step out during those 5 days.The response was overwhelming. People, NGOs, corporates are reached out to do their part. Within the first few months of the campaign, enough funding was obtained to be able to roll out the first 40,000 sets of Saafkins. NGOs from all over India have expressed interest in partnering with Saafkins and GiveHer5. Even the Indian government is looking at it as a solution to India’s feminine hygiene problems.
5) World for All:-There is always room for one more
This is print adoption campaign of Mccann which won a silver in outdoor Lions. Mumbai-based pet adoption group World For All used optical illusions to create a powerful visual campaign, which encourages people to give an animal a happy home.
At first, the pictures appear to show a family looking at one another with light shining between them. Each of the pictures captures a happy family scene, hidden in the shadows thanks to the bright back light. But there’s a hidden addition to the family unit in every image – Rabbit, cat & dog. The pictures were created using clever lighting and feature two images in one.
The campaign was aimed at promoting pet adoption for families and they succeeded in garnering attention for the cause with their clever idea. The simple tagline with each picture, which features the silhouette of a rabbit, a dog, and a cat, says: ‘There’s always room for one more. Adopt.’
In fact, the campaign was so successful that this year’s attendance at the adoption event was boosted by 150 per cent. World For All founder Ruchi Nadkarni told The Dodo: ‘The campaign increased foot traffic owing to its large visibility and the interest people took in the image. The event became a phenomenal success & saw 42 adoptions and will now be a annual event.
Did you like these cause based marketing cases. Do write back to me