2010 Cause Marketing Forum Recap: Engagement is Key
I had the pleasure of attending the 2010 Cause Marketing Forum Conference in Chicago this month, and as always, David Hessekiel and his team did a great job encouraging conversation on hot topics in the industry.
Many of the discussions I heard and was a part of at the conference - and afterward - have been around legal issues (Ed Chansky scared everyone in a good way), transparency (Cone's Mike Lawrence helped to simplify it for everyone) and choosing the right partners (Komen & KFC is still being talked about heavily).
Ultimately, the common thread running through all of these topics is the need to engage stakeholders in your cause branding and corporate responsibility activities. At Cone, we call this "Shared Responsibility" and feel strongly that it's where the industry needs to go.
To have the greatest social impact, companies must move beyond philanthropy and transactional cause marketing toward supporting issues that are material to business growth and allow for stakeholders to be engaged in collaborative solutions.
Margaret Morey-Reuner from Timberland (Cone client) spoke directly to this concept during the “CSR Meets CM” dinner, sharing how Timberland has actively engaged consumers through its Earthkeeper program to provide input and be "Voices of Challenge."
No one company or nonprofit can do it alone. By embracing Shared Responsibility, not only can you better identify and avoid potential legal, transparency and partner selection issues, but you can also empower stakeholders to help drive innovation and become true advocates for your efforts.
- Chris Mann, Account Director
Tags: cone engagement causebranding sharedresponsibility conferences transparency
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Marks & Spencer Stay on CR-Point with ‘Plan A’
Is the sustainability message sustainable? This is the question posed for a session Cone will lead today for The Conference Board, and as many of us in this space know, the answer is an unabashed “yes.” For those still unconvinced, here are a few supporting points:
- Investment in CR Steady: 86 percent of companies say investments in green products and green product development will be the same or higher in 2010 than 2009. (GreenBiz.com)
- Consumer Expectations Remain High: 85 percent said their expectations of companies to make and sell environmentally responsible products and services during the economic downturn was the same or higher. (Cone)
- Reporting on the Rise: Nearly 40 percent of firms on the Standard & Poor’s 500 index filed non-financial reports last year, a one-third jump over 2008. (Corporate Register)
- Experts Agree Sustainability Works: 88 percent of global thought leaders agree that improving sustainability performance improves overall brand image. (GlobeScan)
There are many telling examples that showcase how sustainability is not just holding steady, but actually gaining steam, but yesterday’s Environmental Leader highlighted a particularly compelling case. U.K.-based Marks & Spencer launched Plan A in 2007, with 100 sustainability-focused commitments to achieve in 5 years. The program has effectively weathered the economic turmoil to stay on point to meet its 2012 goal. In fact, the company has achieved 62 of its original targets and is slated to achieve all except seven by 2010 – two years ahead of its original schedule.
The company this year ALSO added 80 new or extended commitments with a goal of becoming the world’s most sustainable retailer by 2015. The icing on the sustainability cake is that not only is the company meeting or exceeding its original goals, Plan A became cost positive in 2009. This year, Plan A generated a $73 million dollar profit that was reinvested in the company. And if there's one thing that makes a corporate initiative sustainable, it's a financial return.
See Marks & Spencer’s “How We Do Business Report 2010” for complete details about its commitments, including candid stakeholder feedback about the activities – and, yes, responses from the company on how it’s addressing these concerns.
Tags: cone economy sustainability conferences bestpractices campaigns research corporateresponsibility
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Consumers as Activists – Against Your Cause
Consumers rule the roost when it comes to online conversations. Technology, paired with low trust in business, has created the perfect environment for consumers to broadcast their objections to business practices and programs. And communicating your well-meaning cause effort is no guarantee the chatter will always be nice.
Case in point: the online backlash to KFC’s “Buckets for the Cure,” which was met with seething criticism by both consumers and seasoned cause marketers. The disconnect between the issue (breast cancer) and the product (fried chicken) was the main point of contention. As the conversation simmered, both the fast food chain and the nonprofit partner came under attack. The fact that this partnership has raised millions to-date is lost, perhaps forever, amid the perfect storm of skeptical consumers and critical chatter online.
The best defense? A good offense. Engage the would-be activists early in the process to better predict what issues could arise. In fact, our research found that consumers want to be engaged in the decision-making process for your social or environmental efforts. To help influence initiatives, consumers are willing to take part in a variety of activities, including participating in a survey (70%) or emailing, calling or talking with the company or an employee (32%). By providing these forums for consumers to voice their opinions, organizations will be better equipped to react to possible criticism and adjust their programs accordingly.
And the benefits don’t end there. When their ideas are put to work, consumers are more likely to buy those products and services (60%), feel more loyal to the organization (54%) and are more likely to recommend it to others (51%). So before you tie a ribbon on your soon-to-launch product, why not ask your consumers what they think about the cause, the nonprofit partner and the details? They’ll be eager to engage, and it may just swap a future headache for a brand halo.
Tags: cone engagement advocacy sharedresponsibility research
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New Research: Engaging Consumers to Achieve Shared Responsibility
For more than 30 years, we have been helping organizations address social and environmental issues (Cause Branding) and change the way they operate for maximum business and societal benefit (Corporate Responsibility). Today, we see a convergence of these distinctive yet synergistic business strategies taking place. We call this intersection of business and society “Shared Responsibility,” and believe the future of sustainable business rests in this alignment – where companies will collaborate with their stakeholders to help address the social and environmental obstacles that stand in the way of greater business opportunity.
In light of this emerging perspective, we fielded research to explore how companies can take a “Shared Responsibility” approach and more effectively collaborate with consumers to help solve social and environmental issues. The Cone 2010 Shared Responsibility Study revealed that despite great opportunity, companies are not quite making the grade when it comes to engaging consumers. Key findings include:
- Eighty-four percent of Americans believe their ideas can help companies create products and services that are a win for consumers, business and society; yet, only half (53%) feel companies are effectively encouraging them to speak up on corporate social and environmental practices and products.
- Three-quarters (75%) of Americans give companies a “C” or below on how they’re engaging consumers around key issues.
- If a company incorporated their ideas, consumers say they would be more likely to buy its products and services (60%), more loyal (54%) and more likely to recommend the company (51%).
Tags: cone engagement sharedresponsibility research
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Cone Celebrates the ACS's "Choose You Day"
Today, Cone is joining employers around the country to participate in the American Cancer Society’s first annual Choose You Day. The event encourages Americans to spend 30 minutes doing something healthy and is part of the ACS’s new Choose You movement.
Cone’s Choose You Day events include:
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An hour-long group yoga class
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A healthy snack station
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The 2010 Cone Choose You Walk/Run to the Boston Public Garden
Employees can also make an optional $5 tax-deductible donation to help support the work of ACS. As a thank-you for participation, Cone employees receive a Choose You flower pin along with materials to spread the word and teach others how to make health a priority on Choose You Day.
Join us! Find out more information about how to celebrate Choose You Day in your office or how to make a personal pledge for your health by visiting the Choose You site.
Tags: donation campaigns employees cancer Women nonprofitcausebranding cone health
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Inspiring Women to 'Choose You'
Mother’s Day is just around the corner. Have you thought of a gift for the special women in your life? Flowers, jewelry or a nice brunch may be indulgent – but a truly memorable gift would be getting mom to care for her health.
Just in time for Mother’s Day, the American Cancer Society* (ACS) is launching a movement to encourage mom to do just that. Called Choose You, this initiative is inspiring women to put their health first and make lifestyle choices that will help them stay well and help prevent cancer. Choose You is primarily focused on women, but also invites men to join the movement and encourage the women in their lives to put their health first. A celebratory launch took place on Tuesday, where celebrity ambassador Ellen Pompeo illuminated the Walgreens’ Times Square digital billboard, the world’s largest, with images of women and men who joined the movement. This was followed by a star-studded honorary luncheon, including Gabourey Sidibe, academy-award nominated star of Precious; JuJu Chang, co-host Good Morning America; Kiran Chetry, CNN’s American Morning; and representatives from Choose You’s National Presenting Sponsors, Sprite Zero and Walgreens. This luncheon also brought together influencers on women's health to hear directly from ACS executives and scientific leaders.
But the movement doesn’t end with the glitz of the launch. ACS is making it easy for individuals to make a wellness pledge online (quit smoking, adopt healthier eating habits, etc.) and gain the support of their peers throughout their journey to a healthier lifestyle. Participants benefit from the emotional and financial backing of their supporters (who can pledge “support donations” to ACS on behalf of their friend's or loved one’s goal). When they achieve success, supporters’ donations will go to ACS. If unsuccessful, the participant's pledge will go to ACS. The structure is a win-win for both the cause and the individual, transforming the model for how to fundraise and incentivize behavior change online.
ACS will sustain the movement offline with a multi-faceted, year-round approach that reaches women wherever they are – online, in-store, at the workplace or in local communities – through a variety of targeted initiatives.
And mark your calendars – ACS has established May 12 as National Choose You Day, asking employers to give their workers 30 minutes to do something to promote their health. This annual event will be a reminder of the campaign – and will ensure it is re-energized each year. Suitably, the day of recognition will fall close to Mother’s Day every year, meaning it is always an appropriate time to remind the women close to you to focus on their health.
*ACS is a client of Cone, who helped develop and execute this campaign.
Tags: cone Women celebrityengagement campaigns cancer newmedia nonprofitcausebranding
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Companies Need Courage to be Responsible
A couple of weeks ago I attended the Economist’s Corporate Citizenship Conference in New York City. The discussion focused on the role of business in our society and the opportunity to do well by doing good. There was much discussion around the different approaches companies are taking: various CSR programs, NGO partnerships, sustainable product launches, etc.
I think most would agree that there is a positive bottom-line impact to make the case for corporate responsibility, acting sustainably or whatever you choose to call it. But still many companies are hesitant to open that door. During the conference, one of the panelists said that companies need courage. That comment really resonated with me – and I think it’s true. Courage is an important trait many companies need in order to start looking at themselves with a critical eye and begin adopting strategies to become more responsible corporate citizens.
This idea holds true in several ways:
The courage to admit that your shareholders are just one of your many stakeholders
- Having recently witnessed the failure of many of our financial institutions and massive layoffs combined with big bonuses, it’s hard not to view companies as in the business of making money to pay off corporate leaders and shareholders, above all else. Somehow they have shifted towards this narrow focus of shareholder maximization, leaving all other stakeholders in the dust – employees, communities, consumers. Responsible corporate citizens are recommitting to this broader spectrum of stakeholders and addressing the interdependency among them in order to achieve more sustainable growth.
The courage to collaborate
- While companies have an important role to play in society, they are just one part of the equation. Some of the most impactful efforts are born through partnerships between companies and NGOs. One of the programs highlighted at the conference was 10,000 Women, a program supported by Goldman Sachs. Its mission is to provide 10,000 underserved women around the world with a business and management education (starting in places like Afghanistan). Goldman Sachs works with multiple academic and NGO partners throughout the world to develop curricula and help reach women in need. Goldman Sachs sees this program as more of an economic investment versus charity. They believe these women will play a critical role in building local economies and ultimately help drive future business. In the meantime, the program is empowering these women and changing their lives in extraordinary ways.
- Companies also need the courage to collaborate with their competitors. We often see companies within the same industry developing separate standards to meet their definition of sustainable practices. This can result in confusion among suppliers as they try to adhere to multiple sets of standards. Competitors need to find common ground and come together to harmonize standards and unify efforts. One example of this is the Leather Working Group which brings together competitors in the leather shoe industry, including Timberland and Nike, to agree upon one set of standards and positively impact a critical piece of their supply chain for themselves, for the industry and for social good.
- Being responsible also means being transparent and honest with your stakeholders. This can be a scary proposition for many companies unwilling to take the risk of exposing potential skeletons in the closet. But only by being aware can companies fully understand their impact and make the changes required to act more responsibly. It’s easy to talk about the great things we are doing, but it’s much harder to share those areas that need improvement.
- Being responsible (vs. reactive) means being proactive and able to adapt to change. Some of the best examples of responsible corporate citizens are also some of the best examples of innovative companies – Method, ZipCar, Aveda, all come to mind. P&G has taken this innovation for social good and turned it into a new product line called “Future Friendly”. Launching this month, this new line consists of environmentally friendly products to address the needs of the “Sustainable Consumer”. This line will enable P&G to help the earth while driving value via a niche consumer segment.
What do you think? Do companies require courage in order to be good corporate citizens? Please share your thoughts below.
- Erica Vogelei, Account Director
Tags: conferences cone engagement timberland corporateresponsibility
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New Research: Nonprofit Marketing Trend Tracker
As more than 1.5 million nonprofit organizations in the U.S. vie for the attention of potential donors and supporters, the newly released 2010 Cone Nonprofit Marketing Trend Tracker reveals a powerful, if unexpected, ally – for-profit companies. According to the new survey, more than three-quarters (78%) of consumers believe a nonprofit’s partnership with a trusted company or brand makes a cause stand out.
We have long known such cross-sector partnerships benefit companies, but the results of this survey reveal the nonprofit is perched under the same halo. Not only do many consumers feel better about a nonprofit when it partners with a company (56%) – they are also more likely to support it:
- 59% of Americans are more likely to buy a product associated with the partnership;
- 50% are more likely to donate to the nonprofit;
- 49% are more likely to participate in an event for the nonprofit; and
- 41% are more likely to volunteer for the nonprofit.
American consumers are highly attuned to nonprofit-corporate partnerships in the marketplace today and, as a result, want to see the complete picture. They are seeking details of partnerships (61%) before deciding to support the cause, and they want to see results – 75 percent want to hear about the effect on the social issue or the0 money raised for the cause. In light of this penchant for detail, fewer than half (45%) think nonprofits and companies disclose enough information about their partnerships.
Leading nonprofit brands can harness the power of strategic corporate partnerships and, by offering complete details and a compelling call-to-action, enhance relationships with existing supporters and rally new cause ambassadors.
For additional results and insights from the 2010 Cone Nonprofit Marketing Trend Tracker, download the release and fact sheet from our Web site.
Tags: research cone corporatepartnerships nonprofitcausebranding
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Looking Back to Predict the Future
Despite what the pundits may say, few of us are really certain what 2010 will bring – will the economy bounce back or get worse? Will nonprofits survive or fold under the fundraising pressure? Will the environmentally conscious lifestyle continue to resonate? So instead of predicting the future, we’d like to pause and look back at what has occurred in our portfolio of research – these highlights show powerful growth in just a couple of years for cause-related and corporate responsibility initiatives and may signal a positive outlook for the year ahead.
Cause Research:
Growth in Cause Acceptance: Americans’ acceptance of cause marketing increased from 66% in 1993 to 85% in 2008.
Growth in Global Focus: Since 1993, there has been a 6% decrease in consumers indicating they want companies to focus on the quality of life locally, within local communities and a 5% increase in desire for companies to support the quality of life globally, in countries around the world.
Growth in Differentiation: Americans' likeliness to switch to brands associated with a cause increased from 66% in 1993 to 79% in 2008.
Growth in Purchase: Consumers’ cause purchases almost doubled between 1993 and 2008, rising from 20% to 38%.
Environmental Research:
More Interest: 35% of Americans have greater interest in the environment today than they did one year ago.
Higher Expectations: 35% of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn.
They’re Watching You: 70% of Americans indicate they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.
New Media Research:
More Interaction: 78% of new media users now interact with companies or brands via new media sites and tools, an increase of 32% from 2008.
Better Service: 68% feel better served by companies or brands present in new media, up from 57% in 2008.
Stronger Loyalty: 72% feel a stronger connection when companies or brands are present in new media, up from 56% in 2008.
Marketing is Okay: Consumer willingness to be marketed to via new media increased a dramatic 72% in one year - from 25% to 48%.
If the past year is any indication of what the year ahead holds, bring it on! As you plan for 2010, what questions do you have? What are you curious about? We’re listening to your comments - please share your outlook below.
Tags: newmedia causebranding environment research cone corporateresponsibility
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Nonprofit Taglines Enhance Brand Power
Last week, 13 winners of the 2009 Getting Attention Nonprofit Tagline Awards were announced, giving due credit to this often-overlooked but powerful marketing element.
Over 4,800 nonprofit professionals voted for taglines that best delivered the vision and mission of the organization, putting power in the hands of practitioners who live and breathe nonprofit branding. Winners spanned a range of issues and represented organizations that focus on local, national and international causes, indicating that any nonprofit can benefit from a clearly communicated brand.
A theme among the winners is a clear connection to the organization’s mission. Essentially, the winners followed the simple yet often disregarded best practice of “say what you do.” In fact, Cone’s research showed nonprofits who clearly state their issue focus in their brand names reaped the benefit of stronger consumer relevance – a key component to strong reputation. For more tips on how to foster a strong nonprofit brand, check out the "10 Essentials for Enhancing Brand Power," part of The 2009 Cone Nonprofit Power Brand 100 report.
For the full list of tagline winners, check out the Getting Attention blog.
Tags: nonprofitpowerbrand100 research cone nonprofit awards nonprofitcausebranding
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Money Where Their Mouse Is
Cone’s latest research, the 2009 Cone Consumer New Media Study, shows consumers are actively engaging with companies and nonprofits through new media channels … but are they putting their money where their mouse is? The answer is divided.
When it comes to corporate responsibility practices, 62 percent of new media users polled believe they can influence business decisions by voicing opinions via new media channels. And although they report contributing their point-of-view on an issue (24%) or contacting a company directly to share feedback and grievances (23%), new media users are equally or more likely to bypass dialogue and act with their wallets:
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30 percent indicate they have made a purchase based on POSITIVE information learned about a product, company or brand; and,
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23 percent indicate they have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand.
Yet, in the area of cause, consumer engagement and awareness is not fully translating into dollars. Although nearly eight-in-10 (79%) new media users believe companies and nonprofits should use these channels to raise money and awareness for causes, fewer than one-in-five (18%) have made a donation.
And some argue that’s quite OK.
As About.com’s nonprofit expert Joanne Fritz points out, using new media is “about making friends, not getting donations. If nonprofits focus on engagement first, the donations will come.” A sentiment nonprofit blogger Nancy Schwartz shares, saying she sees new media as “more about friendraising than fundraising.”
Do you agree – is it sufficient that new media is driving powerful awareness today, even if donations aren’t always quick to follow? Share your point-of-view by casting your vote in our latest blog poll.
For more information about the study, read the press release and download the fact sheets.
Tags: newmedia causebranding research cone trends corporateresponsibility
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Wisdom from the Dalai Lama: for Business and Personal Relationships
On October 1, 2009 Carol Cone had the unique honor of speaking at the EngageNow Conference in Calgary, Canada directly following the Dalai Lama. She was so moved by the experience that she decided to share her thoughts here. To view a brief video clip of her speech, visit the event blog.
Now that I have met His Holiness, the 14th Dalai Lama, and he has deeply touched my head and heart, I continue to look to his wisdom. So many have asked what it was really like to meet him, so I’d like to briefly share my experience with you.
The first time I saw him in person was among a crowd of 15,000 spectators. When he entered the arena, I felt a warm white light inside of me. Really. Truly. It calmed me and filled me with serenity. The arena full of people was so completely mesmerized; you could hear a pin drop. As he talked, his comments on universal responsibility gave me hope for mankind, to make peace with one another and the planet.
The second “meeting” was in a more intimate setting among a group of 1,200 at the Telus Centre in Calgary, where I would follow him on stage. While his energy was a bit lessened, (even the Dalai Lama who travels 300 days a year, with a jam packed schedule of multiple speeches and meetings a day, combined with 5+ hours of meditation can become burnt out) his message deeply penetrated the audience. “Be kind to one another. Help others to gain peace inside yourself.”
When I met him and he grabbed my hand, I felt so humbled, and grateful for just a moment of his presence. His look into my eyes deepened my resolve to share his message through my work, speeches, friendships and acquaintances.
When I came across blogger Justin Dixon’s list of “20 Quotes from the Dalai Lama,” I wanted to share them. So much wisdom from a “simple monk.”
Enjoy.
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“Happiness is not something readymade. It comes from your own actions.”
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What Can Business Learn from the Dalai Lama?
Recently I “spent” two days with the Dalai Lama at the EngageNow conference in Calgary, Alberta. Hosted by the University of Calgary, the focus of the event was to inspire and create active participation in local communities throughout that city.
I was asked to speak at the conference, joining a global roster including F.W. de Klerk, Sir Richard Branson, Stephen Covey and His Holiness. Certainly I was honored to join such accomplished individuals. “When will I speak?” I asked the event organizers. “Directly following the Dalai Lama.” Humbled and curious, I inquired, “Why?” The answer was that they felt my life’s work and message about the power of business authentically embracing social issues would provide a perfect bridge for the audience.
A request like that causes one to deeply reflect. I reviewed my work spanning over 25 years guiding companies to genuinely embrace social issues. Our clients approached this strategy quite personally. Paul Fireman at Reebok, Jim Preston at Avon, Bruce Rohde at ConAgra, and more recently, Clarence Otis at Darden, Jim Rohr at PNC, Christina Gold at Western Union and Steve Loranger of ITT. Each desired to authentically and sustainably engage with a cause. Intuitively they knew this could be a powerful way to inspire employees, engage more fully with customers while enhancing their reputation and make a social impact.
In each case, the work with these companies resulted in innovative and long-term commitments to many causes, new awareness and increased funding, with each showing significant results. The issues and approaches varied: human rights, breast cancer, childhood hunger, youth enrichment, economic opportunity for migrants and access to clean water. While each CEO explained his or her vision in a different manner, they all had one thing in common: compassion.
Compassion? Frankly, in the years of our work, I never thought of it as the expression of compassion. That is, until I “spent” two days with this self-proclaimed “simple monk.”
Indeed, I had to ask myself, “Could business be compassionate?”
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Why I Love The New York Times, Print Edition
I love The New York Times. A day without it is like a day without blue sky, low humidity and sunshine.
And I will show my age - I love the print edition. I savor the writing and the ability to mark key paragraphs and phrases, returning to them later in the day once more for their richness.
Sure, the ink gets on my fingers and the pages crumple, especially if I am on a plane or outside. Yet, I learn so much about so much by seeing the articles and ads juxtaposed.
I often read an article I never would have opened online, because of a photograph or just the way it is grouped together on a page or in a spread. As an avid learner and marketer, the ads inform in other ways. What is hot for back-to-school? How are companies relating to the environment or other causes? What’s on sale? What is new? What advocacy issues are being supported?
I fear, with great trepidation, the demise of the print edition. Each day, as the newspaper grows thinner, I worry more.
I also worry about losing the random information I gain by viewing articles I never would have read. I thrive on looking for patterns from this seeming randomness. I worry for younger readers too. That randomness is a powerful way to learn in a world where customization delivers only what you seek, or related items/events. Sure, I get daily Google alerts, follow Digg suggestions, use Twitter and Facebook and read various business and lifestyle magazines (whose pages grow fewer by the week/month, too). Yet, the unique layout of ads, stories, photo, captions and headlines, which all come together to tell a larger tale about the state of our region, country or world, is something only a print newspaper can provide.
Yes, my overall favorite is The New York Times. So please survive. My Kindle or computer just aren’t the same.
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Communicating Cause: An Employee Perspective
This week on Brand Channeler, a Cone employee tells her tale of experiencing a “Covert Cause.” To the detriment of any cause promotion, without adequate details and cohesive communications, consumers may find companies’ efforts inauthentic. In this post, she leaves us begging the question, “what’s the point of a cause promotion if no one knows about it?”
Check out her take and more from Cone’s brand marketing group.
Tags: cone Reputation employees causebranding
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Tracking Cause Trends Spring/Summer 2009
Dawn, a P&G brand, has launched special-edition packaging and a social media and advertising campaign to revitalize its commitment to a cause it has supported for over 30 years – wildlife conservation. It’s all part of a trend we’ve seen in recent months as companies infuse fresh life into their existing causes, a rebirth if you will. That’s why we have coined this trend the “cause renaissance.”
This is just one of 10 hot cause-related trends we have identified in the marketplace over the past several months. Our list includes:
- Cause Lite: organizations approach heavy issues with a light heart
- Seasonal: when life gives them lemons…companies make lemonade campaigns
- Home Grown: there’s no place like home…to focus a cause campaign
- Feeding America: companies are feeding America by partnering with this eponymous organization
- A La Carte Cause: brands put consumers in the driver’s seat and let them choose from a range of options
- BOGO: the cause value equation is simple = you buy one + we give one
- Ready, Set, Activate!: for these companies, consumer engagement doesn’t stop in the store
- Service with a Smile: companies encourage volunteerism by tying it to some of America’s favorite indulgences
- Cause Renaissance: if it ain’t broke…companies infuse new life into existing causes
- Make Your Mark: the messages may be temporary, but the impressions are lasting
These trends reveal some interesting insights into the state of cause as we endure a reset global economy. Many of these examples are cause promotions, so it is clear that organizations are taking a back-to-basics approach to cause, seeking to connect with consumers and ultimately drive sales. Companies are also handing over much control to the consumer, giving him or her the ultimate voice in supporting the cause that matters most.
Intrigued? For details and examples for each cause trend, download the list from our Web site. Then cast a vote in the poll to the right for which trend you think will stick.
Tags: campaigns cone trends causebranding
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inConetext: Jonathan Yohannan Discusses Sustainable New Media
The following originally appeared in Cone’s inConetext quarterly newsletter. To read current or past issues, visit our Web site.
Sustainability, corporate citizenship and corporate social responsibility are just a few of the words used by C-suite executives to describe how businesses provide social, environmental and financial value for key stakeholders and society. It’s no wonder so many companies struggle with the sheer volume and complexity of corporate responsibility issues and stakeholder expectations when they can’t even agree on what to call it.
And today, new media have only complicated everything further by accelerating the communications process. The power of stakeholders is much stronger than ever before given their ability to assemble online, wresting control over the message away from companies. So, how does a company keep up? Creating a Facebook page or adding a widget is not going to cut it among today’s tech-savvy consumers and stakeholders, nor will it satisfy their skeptical stance on corporate responsibility marketing efforts. Like all other communications, a new media presence must have the right mix of strategy, messaging and audience to be a success. Cone helps companies navigate this journey from strategy and reporting to engagement and new media communications.
- Jonathan Yohanan, Senior Vice President
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Cone Among Agencies Named "World-Changing"
We are humbled by Cone’s inclusion in Christine Arena’s article naming the “Foremost World-Changing Agencies” on the Fast Company Blog. Thanks to Christine for including us in her article and recognizing the hard work of our employees and clients to reach positive social and environmental outcomes.
Tags: cone research causebranding
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For Top 10 Nonprofit Power Brands, Engagement is Key
Since yesterday’s launch of The Cone Nonprofit Power Brand 100, we’ve had many great discussions about the research. Every conversation starts with the same question. “What is it about the Top 10 that makes them the Top 10?” The answer, in a word, is ENGAGEMENT.
Whether 100+ years old, or newer kids on the block, these nonprofits are experts at leveraging multiple points of consumer engagement. Many have bricks-and-mortar facilities (YMCA, The Salvation Army, American Red Cross, Goodwill, Boys & Girls Clubs) or in-your-face marketing (Habitat, American Cancer Society) that keep them top-of-mind with consumers, donors and other stakeholders.
Other common threads include:
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Their services have broad appeal to an array of stakeholders
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They are entrenched in hundreds or even thousands of local communities across the country with extensive consumer touch points
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They provide a credible voice and are a sought-after resource to help in difficult times
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They have successfully partnered with companies to reach a broader array of constituents with a clear call-to-action
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They have derived significant revenue through cause commerce (selling goods or services that help fund their cause)
It’s also notable that six of the Top 10 Nonprofit Power Brands are domestic social needs organizations (The Salvation Army, United Way of America, American Red Cross, Goodwill Industries International, Catholic Charities USA and Habitat for Humanity International). This sector is thriving as Americans turn their attention homeward since the devastating disasters of September 11 and the 2005 hurricane season. And, in these tough economic times, individual support of nonprofits providing life’s basic necessities has actually increased, and we expect this sector and its organizations will only sustain their upward momentum.
Visit our Web site to get branding insights straight from the Top 10, or to hear from the CEOs of the United Way, Catholic Charities and the American Cancer Society.
Tags: top10 cone nonprofit engagement nonprofitpowerbrand100 research
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Judging the PR Lions at Cannes: Reflections
In a career one gets few once-in-a-lifetime experiences. Being a judge for the 1st PR Lions is certainly one of them.
While I looked forward to Cannes, my vision was an over-the-top glam week of parties, parties and more parties ending with awards, the global advertising businesses gushing self congratulations – think unrelenting double-cheek kissing (its France naturally), fist pumping in the air Gold Lion in hand, and all night carousing. (One of the agency winners even brought his dog on stage…4 times! Talented agency. Lucky dog?)
Perhaps that is true. Yet with digital media and a shattered world economy, things have really changed for the communications business. And in my experience, and that of my fellow judges, the new PR Lions and the content of winning campaigns mirror the emerging new “world” order.
First I feel the advertising industry has moved beyond just ads with spectacular creative – to a world of amazing ideas executed in multiple mediums. So many times the presidents of the various juries said “The lines have blurred between disciplines.” Great ideas, born from considered insight, executed in surprising ways that engage and deeply inspire audiences win the day.
Questions asked during the judging at the three concurrent juries – PR, Direct and Promo – revolved around their very definitions. Throughout our reviews we kept asking; “What is PR?” Besides shining a spotlight on great, breakthrough work, what message were we, as well as the other juries, trying to send to our communications colleagues around the globe?
At the awards ceremony Monday night, it was fascinating to see campaigns winning across disciplines. The Best Job in the World, winner of the PR and Direct Grand Prix, was such a simple idea that became a “shot heard ‘round the world”. The client, Tourism Queensland, sought to inspire visitors to visit. With a limited budget was born the idea: offer "The best Job in the World” – become the guardian of a magnificent island, with simple responsibilities – feed the fish, clean the pool, take in the mail (delivered via sea plane) and blog daily. All this for about $8800 per month, at a fabulous three bedroom villa overlooking breathtaking green and blue sparkling lagoons. Small space ads around the world announced the job; sent in a short video telling us why you should be selected: 35,000 responses, narrowed to 50, then 16 finalists flown to the island for a hands-on interview, then selection. Mountains of publicity, online submissions so clever providing non-stop entertainment, followed by mountains of publicity. The buzz throughout the judging, even before Cannes, this campaign was THE ONE TO BEAT! Just “brilliant.” CumminsNitro, Brisbane.
Another campaign winning multiple categories included Yubari Resort, The Store of Hope, The Great Schlep and Khede Kasra, among others.
Yubari Resort
Yubari was a small Japanese town, fallen on very hard times, $300 million in debt, with an aging population – what was the city to do? Beacon Communications, Tokyo, on a small budget, started with the right move: through research of the city’s history and personality, they found it to have the lowest divorce rate in Japan. Thus was born the idea of focusing Yubari as the city of happy couples. Their line, “No money, but love.” (Surely in Japanese that was more eloquent, but you get the idea.) A mascot was created to draw attention to the new positioning. Over 3,000 couples came to renew their marriage vows. The mascot soon took off with organic uses around the city, from the obvious T-shirt, to packaging of foods and other items.
Massive press covered the repositioning. Over 100 articles and tons of TV. The City gained much-needed word of mouth, exciting energy, more than $30 million in new revenues, 10% year-over-year increases in tourism and most of all – restored pride.
I just loved this campaign for its core insight, its highly cultural execution and deep results. I was so please my other judges agreed and gave it a PR Lion. When it won the Promo Grand Prix, I jumped out of my seat with joy, pumped my fist and cheered. It wasn’t slick. It wasn’t fancy, though the mascot was right on, not too Hello Kitty, just correct to represent a happy couple. The campaign reflected the inner spirit of Yubari in its better times, gave it hope and a new future. What a great PR result!!!!
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What Organizations are Missing From The Cone 100?
The Cone Nonprofit Power Brand 100 is officially in the marketplace, and not surprisingly, amid all the chatter about who is ON the list, there is some about who is NOT. So, how did we choose the 100 leading organizations to evaluate? The answer is quite simple- we used Forbes 200 Largest Nonprofits list to give us a starting point. Check out additional info on the filter criteria.
We looked at 100 impressive organizations, but in the end that’s a fraction of the 1.5 million total nonprofits in the U.S., so there are bound to be some favorites that aren’t on the list. To the right, on our blog poll, we’ve listed a few notable absences. Who did you miss?
Tags: cone nonprofit nonprofitpowerbrand100 research
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Cone Releases the Nonprofit Power Brand 100
- The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand.
- The American Cancer Society is the single most relevant nonprofit among American consumers.
- The domestic social needs sector is the most valuable nonprofit sector in the nation.
- Yet, by not fully leveraging their powerful brands, some nonprofit organizations may be leaving millions of dollars in potential unearned revenue on the table.
Intrigued? Then check out Cone’s latest research – The Cone Nonprofit Power Brand 100 – released today. In collaboration with Intangible Business, Cone valued the brands of some of America’s leading social, environmental and animal organizations. We’re excited to share with you this first-of-its-kind research that explores the unique relationship between nonprofit brand image and financial performance, which culminates in the nation’s first complete list of the top 100 nonprofit brands.
On the Cone Research and Insights page, we share the complete list and accompanying report, as well as much more, including insightful commentary from the CEOs and executives of many of the Top 10 organizations (for a sneak peak at the Top 10 list, see below).
We’ll discuss the research in greater detail right here in the coming days, but first we encourage you to take a look. Feel free to share your thoughts with us here – we’re looking forward to a robust discussion around nonprofit brand value.
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Judging the PR Lions at Cannes: Day 4
Today we finally got down to the best part of the competition. We combined with all judges and Jury President Lord Tim Bell, to view the better entries from our previous voting. In all, we had 49 to discuss and debate. And debate we did! No shouting nor object throwing -- but certainly lots of laughs.
By now, we knew the basic positions of each jury member. To name a few: Jimmy Tay (CEO of Southeast Asia, H&K, Singapore) talks softly, but with deep insights; Penny Furniss (Founder and Creative Director of Sputnik, London) is snappy, funny and very direct; Bjorn Mellstrand (Managing Director from JMW Kommunikation, Sweden) sharp, in your face, vacillating from “boring” to “brilliant” as he swiftly assessed campaigns; and myself (always looking for the authentic insight related to a social issue). Then of course, there was “The Lord,” “Oh Lord,” “Praise the Lord” or “M’Lord,” as we kidded, Jury President Lord Tim Bell.
Debate. Debate. Debate. Often we had to ask for clarification regarding special cultural nuances for campaigns. The Japanese entries were especially different – I liked them a lot – but they have a very different flavor, some parts very campy, others poignant. At times we were extremely split as to their merit.
Today, as a group, we were exposed to many hometown phrases: “Looks bonkers to me,” “They managed to market themselves without looking like a tosspot,” “The link is so f…ing obvious. It’s solid,” and “Goes beyond the superficial to my heart.”
We had a few ad campaigns that sought PR, meaning publicity, for the efforts. One effort must have been created by “a group of advertising lads sitting around a table.” It was criticized strongly as Fake. Fake. Fake.
At the end of a very long day, we agreed on the shortlist. Each campaign will win either a PR Lion or a certificate. We will make those decisions tomorrow.
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Judging the PR Lions at Cannes: Day 3
Today we finished the second round of the overall judging. Our team of five, again a new mix of judges, hail from Singapore, India, Germany, Argentina and USA. Lively debate continued, although overall, we were disappointed by most of the submissions in the following categories: internal, integrated programs and travel/tourism and leisure.
While I can’t divulge those I liked today, countries capturing my highest votes included: Japan and Australia.
To aid our deliberations, and to add more context to our numerical scores, we gave brief descriptions to each number. So, our “unofficial” characterizations follow below (Remember, 1–3 means drop from further review; 4–6 may make the final review; 7–9 absolutely in the finals.):
1 = No comment. Just silence. We were surprised these passed from the first round of judging we did at home
2= Nix it. (In many cases a stunt – that really turned us off)
3 = BORING!!! (In many cases a stunt plus something else. Very unoriginal)
4 = Barely ok
5 = Cute
6 = Solid (There were a good many solids awarded. Strategic, ok creative, thorough execution, ok results – just not great)
7 = Very good. Just one or two of the four criteria weren’t superior
8 = Close to Brilliant. A hair off of all criteria being fulfilled and then some
9 = Brilliant. Lively “ahs.” Gave some of us chills. May also be considered for the Grand Prix!
Insights to future entrants: success comes from really original ideas developed from keen insights and ideally some research, with stunning creative, thoughtful execution and results described qualitatively and quantitatively. Again, make sure the goals are crisply defined, ideally quantitatively, and as specific as possible, AND the results round back to address the goals.
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Judging the PR Lions at Cannes: Day 2
Up bright and early today. Walked and ran three miles along the promenade with barely a soul in sight. Though there were lots of men planting flowers, cleaning the streets, keeping Cannes tres beau!
Today I teamed up with four new judges from the U.S., Brazil, Australia and France. Our categories were consumer marketing and social media. In all, there were 40 entries to individually view and discuss.
What is it really like to judge? It’s quite fun, actually.As I have great curiosity about programs around the world, this experience provides a bird’s-eye view into so many varieties and approaches to programs.We analyze one entry at a time, quietly reading, then view a storyboard and usually a 2-3 minute video.
Then it’s not so quiet anymore. We critique, debate, question “where did the idea come from?” and then bounce back and forth regarding its power, originality and results.After a while, each judge seems to have a recurring comment – “solid” said one, (meaning ok, but not great); “boring” said another (meaning really not original and not up to short-list caliber). Other comments included: “Is this all there is?” “Where’s the insight?” “Measurement tells us what?” and “How is it sustained?”
If we need clarity regarding the power of the campaign in a specific country, we seek out that judge and get excellent context. It’s very helpful to separate fact from hyperbole.
Candidly, a lot of the work was “solid” as the best descriptor.Ok, but not good enough and really not great enough to win a PR Lions. Interestingly there is a feeling among all the judges that, as this is the FIRST PR Lions, we have to set a standard for the future for great PR work.Brilliant strategy, fresh creative, thorough execution and real results, not just clips. How did the program increase reputation or sales, change a law, influence behavior?So many of the programs we wanted to like, but they fell down in the results section.
“Really amazing” and “wow” were few and far between.
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Judging the 1st PR Lions at Cannes
When USA Today asked me to be part of the judging panel for the first PR Lions at Cannes , I was deeply honored to join this preeminent global competition with 14 other seasoned public relations professionals from around the globe; from the U.K. to Singapore, Argentina to India, Sweden to Spain and beyond. Interestingly, it took 56 years for the Cannes Lions Festival to acknowledge the critical role of PR as part of the communications and marketing mix. Ah, good things come to those who wait.
Jury President, Lord Tim Bell warmly welcomed us Tuesday evening for a kickoff dinner at the Carlton Hotel. Joining Cannes Lions CEO Philip Thomas, we all toasted to the next era of the awards and to setting a new standard for public relations excellence in strategy and creativity.
Early kudos to the Cannes organizers for selecting a great PR jury. Today, during our first deliberations, all fell easily into our significant duty of short- listing the best campaigns. Unlike the other categories, the PR division was prejudged due to the more complex nature of the work. The initial 431 entries from 48 countries in 20 categories were narrowed to 322. Today, we divided ourselves into three groups, each given approximately 40 entries to judge against four criteria: strategy, execution, creative and results -- with strategy and results having a slightly greater weight across the four. Animated debate characterized all three groups, with Lord Bell occasionally overseeing the conversation with a sometimes quizzical look. He promised not to weigh-in until the final stage of the short listed entries, approximately 12% of the total.
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Cone Enjoys a Successful Awards Season
We’ve always set the highest standards for our performance and take pride in delivering exceptional work. The greatest honor we can receive is when our clients are satisfied with a job well done. But, we can’t help but be flattered when our peers recognize our hard work, too. Cone has enjoyed many successful awards seasons, and this year is no different. Whether for inspiring cause branding work or attention-grabbing marketing and PR, our work, and ultimately that of our clients, has brought us much recognition.
The season started off on a high note at the PR News CSR Awards, where Western Union was honored for its work in stakeholder engagement with its Our World, Our Family program, which it partnered with Cone to create. Western Union continues to garner a lot of praise for its work with migrants across the world, including an award from the Center Encouraging Corporate Philanthropy, who presented it with its Excellence Award in Corporate Philanthropy, a very prestigious honor in international corporate philanthropy.
Cone had an even bigger showing at the Cause Marketing Forum Awards with Timberland receiving the evening’s highest honor, a Cause Marketing Golden Halo, for its commitment to making a difference in its communities. Cone then swept the Best Health Campaign category with The American Heart Association’s (AHA) Start! program winning the Golden Halo and Jiffy Lube International taking a Silver Halo for its Maintenance Partners for Life.
The awards kept coming during the Publicity Club of New England Bell Ringer Awards ceremony as Western Union won the Bell Ringer for best community relations campaign, the AHA won for its Start! Heart Walk special event and Jockey International grabbed a Bell Ringer for best television news placement. Not to be outdone, ALPO, Ben & Jerry’s and T-Mobile USA each earned Merits.
A much-deserved congratulations goes out to all!
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Help Stir Up Wishes for Make-A-Wish this Weekend
In March, Betty Crocker announced Stirring Up Wishes, its new partnership with the Make-A-Wish Foundation to help bring magic to the lives of Make-A-Wish kids across the country. Cone is supporting the program launch through a spring promotion called 12 Wishes in 12 Weeks, during which Betty Crocker is giving each Make-A-Wish chapter the chance to receive funding for one of 12 wishes it’s granting to Make-A-Wish this spring. The best part is that you can help Betty Crocker grant these 12 wishes by voting online for your local Make-A-Wish chapter.
With voting scheduled to close on Monday, May 25, the Memorial Day long-weekend is a great opportunity to take a few minutes and visit the Web site to support your local Make-A-Wish chapter. The more votes a chapter receives, the greater the opportunity for them to receive a chance to win a wish from Betty Crocker. While on the site, learn about Wish Kids’ special wish moments and help Betty Crocker celebrate their stories by baking their favorite cupcakes for friends and family at your Memorial Day cook-out.
- Kimberly Leistinger, Senior Account Executive
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Cone Celebrates Earth Day
Today, greenbiz.com highlights the activities many companies are undertaking to celebrate Earth Day internally. The activities, according to the post, fall into one or more of four major categories: on-site events, creating or acknowledging “green teams,” awarding and recognizing achievements and engaging in community service efforts.
At Cone, we’re pleased to report that we’re engaging in all four.
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Economy Does Not Eclipse Environment
Economy does not eclipse environment. It’s not a tongue-twister; it’s the very real, very encouraging takeaway from Cone’s newly released research, the 2009 Cone Consumer Environmental Survey. The brief survey explored the environmental attitudes and shopping behaviors of American consumers during today’s economic crisis and found that American interest, shopping habits and expectations of companies to act responsibly have not been blunted by the state of the economy. Key findings include:
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Purchasing: 34 percent of American consumers indicate they are more likely to buy environmentally responsible products today, and another 44 percent indicate their environmental shopping habits have not changed as a result of the economy
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Interest: 35 percent of Americans have higher interest in the environment today than they did one year ago
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Expectations: 35 percent of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn
Another key takeaway: Even if they are not buying today, consumers are still holding companies accountable for their sustainability efforts over time. A full seven in 10 Americans say they are paying attention to what companies are doing regarding the environment today, even if they cannot buy until the future.
As Andrea Learned states on her blog, “Don’t assume your brand can give up on ‘green’ to ride out these tough times. If your customers are sticking to their environmental ways through thick and thin (or at least trying very hard to so do), they’ll expect you to do the same.”
Please click here to access the complete 2009 Cone Consumer Environmental Survey release and fact sheet.
To see Cone’s past consumer environmental research, including the 2007 Cone Consumer Environmental Survey and the 2008 Green Gap Survey, please visit www.coneinc.com/research.
Tags: cone economy environment research corporateresponsibility
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A Better Capitalism for Brands, Companies and Consumers
I always remember breakthrough articles related to cause. While few and far between they provide tremendous inspiration to me and many of my colleagues, clients and friends.
Six years ago, Geoff Colvin at Fortune wrote a full page editorial about the power of causes on employee commitment and morale. In November 2004, Marc Gunther, also at Fortune wrote Money and Morals at GE, about the new values-based culture CEO Jeff Immelt was instituting to inspire green-related innovation as well as an enticing workplace for the emerging millennial generation.
This week came Jonah Bloom's editorial: 'Recession Provides a Chance to Build a Better Capitalism.' Better capitalism reported by AdAge?...I read it with vigor.
Here is his critical point: conspicious consumption is no longer a sustainable answer to our lives. We already have enough. Building brands for tomorrow can and should embrace a different type of capitalism, one that incorporates society and the environment into emerging businesses as well as established ones.
Bloom talks about the opportunity in 2009 and beyond for marketers and their agencies to harness and reflect the mood of the country -- that voted for change-- to advocate 'for a new era in business where companies and products are analyzed, valued and attract investment based on a range of metrics that reflect the challenges of the world we live in..' As well they take new approaches to branding, marketing and sales that build in sourcing, operations, and product/service functionality that just makes sense to a new type of consumer, ones that desire to share their values with the businesses they buy from and work for...
This is so so very exciting to hear from AdAge.
For those of you who have followed Cone and our work since the early 80's, we have always advocated for business to bring their values to life through authentic and sustainable engagement with social issues. Now a quarter of a century later, with our world upended, for this philosophy to become the norm, rather than the exception, is encouraging for our people, planet, our communities and our children's futures.
Jonah ends his editorial with this commentary: 'Next year we will have a chance to wean ourselves off the crack of consumption at any cost to our brands and our planet and instead focus on profitability, sustainability and social responsibility. Maybe next year can be the start of something good, a different take on commerce...'
This year we went through a robust discussion of Cone's future as a strategy and communications firm. After much discussion we settled on something we felt was just right: Our firm's vision: Better Business. Greater Good.
My New Year's wish is that we all answer this call. Our collective futures may depend on it.
Thanks Jonah for this invaluable commentary.
Tags: cone economy currentevents
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Hours for Good- College Summit
My work at Cone is never boring. With each new account, I get the opportunity to learn about new industries, new issues, new programs and new organizations. I get to talk to new and different people about ideas, problems and solutions I wouldn’t learn about otherwise.
It was in this capacity that I was introduced to College Summit, a nonprofit committed to serving the 200,000 academically capable, low-income students who graduate from high school but do not enroll in college. It’s approach? Harness the positive power of peer pressure by training a core group of influential students to drive a college-going culture in their classrooms.
The training starts with a four-day workshop for 20% of rising seniors. The workshop is held on a college campus and students get a head start on college applications by learning how to effectively write a personal statement, meet one-on-one with a guidance counselor, learn the basics of financial aid and gain concrete skills in self-advocacy. Armed with real experience, these students then return to their schools and spread their enthusiasm to their peers.
Inspired by College Summit’s model, I considered volunteering as a workshop writing coach, utilizing my paid volunteer time as part of Cone’s Hours for Good program. College Summit’s only criterion is that you are a college graduate, but I was hesitant. I assessed my skills: I knew I was capable of writing memos and issue toplines, but would I be able to guide a group of students through the complex and emotionally draining process of creating a personal statement? My account team encouraged me and I bit the bullet. Before I knew it, I was on my way to Amherst College for what would be one of the most powerful four days of my life.
After receiving a thorough training, I met the members of my team – seven teens from inner-city NY. Immediately my nerves kicked in and I clung to the curriculum like it was a life raft. We followed the book and did a 10-minute free write. Then I asked students to read their work aloud. The first student to read shared an eye witness account of his grandmother’s murder. He was seven when it happened. We all started crying.
And the tears didn’t stop. For the next three days, my students shared their deepest fears, personal struggles, challenges, fondest memories and biggest dreams. We shared and we cried and we wrote. The students recognized new traits in themselves through their writing. They were surprised to discover they are courageous, smart, resilient, eloquent, funny and strong. And they were empowered when they realized these qualities looked pretty damn good on a college application.
Today the students in my group are back in school and are working to inspire their peers to take the same steps they did – to believe they are college material and to make their dreams a reality. As a team, we made a pact to reunite at their college graduations; if not sooner. Until then, I’m signed up to use my Hours for Good with College Summit again next year.
To learn more about College Summit and find out how you can volunteer as a writing coach, click here .
- Jillian Wilson, Senior Account Executive, Cause Branding
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Round 2 Heats Up!
The first-ever PRWeek Blog Competition continues, and What Do You Stand For? is still in the running!
Competition has heated up, as half of the original 32 PR blogs have been eliminated in
round 1. Help us make it to the next round by taking a minute to show your support !
Voting for round 2 ends on August 22nd at 5:30 p.m. EST, so place your vote early!
We thank you for visiting, reading and commenting. Hope to see you in the finals!
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Cone’s Hours for Good: A Witness to Slavery
My passion for helping children in need began while working with P&G and architecting its CSR platform Live, Learn and Thrive. As a mother, the plight of children who cannot help themselves and are born into unfortunate circumstances is almost overwhelming. I’ve done many things to help children and families, including a recent week-long humanitarian aid trip to Centro Buen Pastor – a facility that operates as a health clinic, school, church, and nutrition center in a poor barrio called Las Flores in San Pedro de Macorís in the Dominican Republic. Because I’m lucky enough to be a Cone employee, the trip was considered official agency time – international volunteerism - as part of our Hours for Good program.
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Love is Not Abuse; Love is Respect
On Valentine’s Day, a new survey on tween and teen dating relationships commissioned by Liz Claiborne Inc. and the National Teen Dating Abuse Helpline was released exploring how relationships among young adolescents are “fueling high levels of dating violence and abuse.” The results of this survey reveal a disturbing truth: a significant number of adolescents, as young as just 11 years old, have either directly experienced dating violence or know someone who has.
According to the survey:
• Nearly half of teen girls who have been in a relationship (48%) say they have been victims of verbal, physical or sexual abuse by their boyfriends
• 62 percent of tweens who have been in a relationship say they know friends who have been verbally abused
• 20 percent of 13-14 year-olds in relationships say they know friends who have been struck in anger by a boyfriend or girlfriend
And yet...
Only half of all tweens (51%) claim to know the warning signs of a bad/hurtful relationship
This last statistic immediately caught my attention and caused me to wonder, if tweens/teens were educated early on to recognize the signs of abuse, what impact could this have on the reported incidence of abuse? If more children and those closest to them, including parents and teachers, knew how to recognize the signs of abuse, what impact could this have? As the research shows, dating violence and abuse impacts us all and is beginning to appear at an alarmingly young age. There is one simple and important thing each of us can do starting today to end this cycle of abuse, and that is to educate ourselves on the warning signs.
Below is a list of 10 of the most commons signs of domestic violence and abuse, compiled by Safe Horizon , the nation’s leading victim assistance organization. I encourage you to take just a few minutes to familiarize yourself with them and share it with your family and friends.
Does your partner ever...
1. Accuse you of cheating and being disloyal?
2. Make you feel worthless?
3. Hurt you by hitting, choking or kicking you?
4. Intimidate and threaten to hurt you or someone you love?
5. Threaten to hurt himself or herself if he or she does not get what he or she wants?
6. Try to control what you do and whom you see?
7. Isolate you?
8. Pressure or force you into unwanted sex?
9. Control your access to money?
10. Stalk you, including calling you constantly or following you?
The results of this survey, while disturbing, provide valuable insight into how and when to intervene. We need to educate parents, teachers and tweens about the connection between early sexual experiences and increased levels of dating violence and abuse. Please take this post as invitation not only to learn the signs, but also to respond with any additions to the list, anecdotes, thoughts or feedback based on your experiences or relevant reports/studies you have discovered.
For more information about Liz Claiborne’s “Love is not abuse” program, please visit http://www.loveisnotabuse.com/index.html .
~Jaemi Bowers, Assistant Account Executive
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Congratulations
We're excited to share some recent accolades Cone and our clients have received:
- The American Heart Association's Start! America event received top honors in the Event PR Category at the PR News Nonprofit PR Awards, which recognize the best of the best in nonprofit communications. It is an exciting honor to be recognized for the Start! initiative's innovative efforts to raise awareness and inspire action around the importance of physical activity for Americans.
Start! America was lauded for its integrated approach, as the event appealed to both business- and consumer-oriented press through celebrity and CEO engagement, its design that enabled sponsors to activate and promote their participation, and its ability to engage busy professionals through a variety of fun activities in the hub of New York City's financial center.
- PNC Financial Services Group was honored as one of the "10 Best Corporate Citizens" in the financial industry by Corporate Responsibility Officer (CRO) Magazine. CRO Magazine is the publication for the CRO Organization, made up of individuals at publicly traded companies who manage compliance, legal, ethics, human resources and investor relations functions.
PNC was recognized for its commitment to being a responsible corporate citizen through initiatives like PNC Grow Up Great , the 10-year, $100 million investment in preparing children for school and life.
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What's Our Cause?
Many people ask me, "What is Cone's cause?" I am pleased to report that, in our case, indeed the shoemaker's children have shoes.
As we recommend to many clients, we too have a platform that acts as an overarching umbrella to our cause efforts. Its name is "Hours for Good." The mission of our platform is to make the world a better place through the sharing of data (our research), best practices (from our client work and observation of the industry) and our hands on experiences over 25 years. We wanted to share our knowledge because since our founding, our philosophy is that a "rising tide" rises all ships!
We have four key programs under our cause platform. First, is our industry wide information sharing via speeches (we give over 50 a year), published reports, white papers, media interviews, teleseminars and online media.
Second we periodically take on big projects. In 2000, I personally funded the building of a Habitat house in Boston. Throughout the summer, teams of 10 from Cone sawed, hammered, measured, painted, set shingles and moved brush and dirt. We loved every minute of it, especially when we handed the keys of the home to its new owner, a single mom with three children. Following Katrina, we created a year long fundraiser called Making Change for Katrina, a nationwide spare change collection campaign to fund Habitat homes in the Gulf. As you can tell, we are a big fan of Habitat.
Third, annually we host an all agency day of service, most recently volunteering at the Renaissance School in Boston, working with young children on a variety of learning projects.
Fourth is our highly flexible, "Hours for Good" agency volunteerism initiative. Supported by 40 hours of paid time off, our colleagues can select any project that interests them, from our local community of Boston to efforts abroad.
We all are very proud of the work of Kiva Starr. For the second year, she spent three weeks in Africa, using her Hours for Good to volunteer in orphanages and rustic schools. Personally, I am awed by the courage and dedication Kiva brought to her assignments. She literally jumped overseas into communities of extreme poverty, helping children of all ages in so many ways....from learning to tie a shoe, in some cases a first pair, to attending school to learn English, again being in school a first experience.
So, "What do we stand for?" Building the Cause Movement, helping expand the knowledge and work of so many others, and, through our colleagues, leaving many handprints in backyards throughout the world.
-Carol
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