I love it when a company supports a cause that I believe in, but unfortunately it doesn't happen very often. Cynicism sets in when a company claims it only uses environmentally friendly packaging and then you hear that behind the scenes its production practices are actually negatively impacting the environment. As a woman, I am also a big supporter of the Susan Komen Foundation but looking around it sometimes feels like that is the only female cause out there.
So I was thrilled when I read about Tide's Loads of Hope program aimed at helping disaster victims from hurricanes. Tide isn't claiming to change the world with its program, just to give people who have lost their homes the sense of hope that comes with being able to wear clean clothes and with that maintain their dignity and optimism.
Tide sets up Clean Start stations in disaster areas, where people can come and wash their family's clothes for free. It is a truly great idea. Not only is it the sort of thing that a lot of people overlook when thinking of how to help disaster victims, but it is totally connected to what the brand does best - clean clothes.
I would love to hear about other cause related marketing efforts that other people feel are really well designed.
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