All photos: Save the children All Photos: Save the children Cause related Marketing Partnering with Save the children 54 Wilton Road, Westport, CT 06880 | www.SavetheChildren.org Cause Related Marketing with Save the Children? Save the Children works with leading corporations on global and domestic cause-marketing programs. Together we seek to achieve our partners’ business objectives through a connection with Save the Children’s mission, brand and on-the-ground programs that bring positive, lasting change for children in need. Why Develop a Cause-Related Marketing Partnership with Save the Children Elements of our Cause-Aligned Partnerships Strong mission: To inspire breakthroughs in the way the world treats children, and to achieve immediate and lasting change in their lives. Cause Alignment—with brand attributes, consumer targeting and business goals. n Significant impact: In 2012, Save the Children helped more than 125 million children. n n Partnership philosophy: We forge strategic, long-term, mutually beneficial partnerships that deliver clear value and business benefits under truly tailored partnership programs. Strong brand proposition: Save the Children’s brand is globally trusted and recognized, with 80-90 percent awareness levels in key markets. Our brand provides a platform for leading companies to engage consumers in an authentic, breakthrough way. n In-house marketing expertise: Save the Children has brand and marketing experts on staff, with backgrounds in advertising, brand management, integrated marketing, public relations and social media—critical for working with our partners’ marketing and agency staff. Additionally, we leverage headquarters and in-country marketing and communications teams to support media outreach and celebrity engagement, as well as video development and launch event planning. n Knowledge of local markets: Save the Children has an understanding of local knowledge, behaviors and practices, which can help inform and shape multi-market cause programs. n n Active donor base and digital reach: We have 350,000 active donors/sponsors in the US alone. We have extensive digital reach: We have 230K average monthly visitors to www.savechildren.org and 1.3 million followers on our social media platforms. Creative marketing assets: Save the Children offers branding and communications opportunities across earned media, social media and web/ digital platforms. n Our Awards and Recognition Save the Children is proud to have received two Silver Halo Awards from the Cause Marketing Forum for Best Video and Best Print for the Warner Brothers’ We Can Be Heroes Campaign (2013); Best Digital on Zynga (2011); Best Print Creative on Bulgari (2010); Best Use of Social Media on Trip Advisor (2008); and Best Social Service/Education Program on Scholastic (2006). Online presence and/ or dedicated micro-site n Simplicity—through an understandable donation mechanism, so consumers can clearly understand the impact of their action on our cause mission. n n Credible Contribution—to our cause mission, so consumers view the brand donation as a serious investment in the partnership. n Integrated communications plan —reaching internal and external audiences. n Long term partnership—that delivers mutual benefit for both parties. n Measured and optimized over time. Leveraging key trading time Experiential campaign On-pack Digital/ social media campaign 360 CRM Campaign PR Retail: POS TV Possible Celebrity endorsement Integration with your marketing strategy By working together we can transform children’s lives. Thank you! 2 Global programs Save the Children partners with Aviva on the ‘You Are the Big Picture’ campaign. Since 2010, the campaign provides consumers with the opportunity to have their photo projected on the side of a landmark building in one of six major cities across the world: London, Paris, Warsaw, Singapore, Delhi and Mumbai. For every photo uploaded, Aviva donates £1 to Save the Children’s programs. In celebration of its 125th anniversary in 2009, Bulgari, the luxury retailer, and Save the Children began a global partnership through a cause marketing promotion in which a portion of sales of a specially-designed co-branded ring and pendant benefited quality education for children affected by war and conflict. Since that time, the partnership has raised more than $20 million for children around the world, including in the United States. Bulgari recently committed to an additional two years of support for children around the world, primarily through education programs. This extended campaign is based on sales of an iconic ring, inspired by the B.zero1 jewelry line, which was launched in the fall of 2010. The ring is available in Bulgari stores worldwide, select department stores and on Bulgari’s e-commerce website. 3 Global programs IKEA has established a global relationship with Save the Children. Each November and December, IKEA conducts a Holiday Soft Toy promotion with €1 to Save the Children and UNICEF to benefit global education programs for each soft toy sold. Since the start of this annual campaign in 2003, the IKEA Foundation has donated €67 million, which has helped improve the educational opportunities of more than 11 million children in 46 countries. In 2013, the campaign raised €10.1 million, with more than €1 million generated from sales in the US. Working with a global organization like Save the Children allows IKEA to promote a unified branding message throughout its global stores. IKEA Cooperative Marketing Support in the US – as example: Created promotional materials to motivate IKEA co-workers during the campaign which helped drive sales of more than 1 million items sold in 2012 and 2013. n Facilitated press/media events which resulted in placement of ‘best gifts to give’ recommendations in national publications and other media mentions. n Hosted employee visits to program sites, collateral of which is used by IKEA globally to raise awareness internally and externally. n Created ‘Mr. Broccoli’ personality who visited IKEA-supported programs and documented his travels via Facebook and Twitter. n Since 2012, Save the Children has partnered with Vicks brand products to launch the Breath for Life campaign. This partnership is working to prevent and treat children suffering from pneumonia in Bangladesh, a strong and clear connection to the P&G Vicks brand attributes. Key mechanics: In-store and on-pack promotion active in Spain, Australia and New Zealand. n n Social media: Facebook page in both markets, with $1 donated per Like in AUZ, significantly increasing AUZ Vicks’ fan base with over 65,000 Likes. n In-store POS and FSU’s and targeted PR: women’s magazines, mommy bloggers, daytime TV. n Celebrity endorsement in all markets, leveraging photo and video assets gathered during site visit to Bangladesh. 4 Global programs RB and Save the Children have created a global partnership vision to help address diarrhea, the second largest killer of children, by 2020. This global partnership plans to raise £23.5 million by the end of 2015, address product innovation and drive globally consistent brand initiatives. In 2012, RB developed several brand initiatives across Europe, Asia and the Pacific under its Healthier Kids Happier Homes global partnership with Save the Children. On pack promotions in Australia and South Korea and Hong Kong, as well as Facebook promotions in the UK, Greece raised over £600,000. ® In Partnership With The Unilever Foundation has made a three-year 15 million commitment to support Save the Children’s biggest ever global campaign, EVERY ONE, which will save millions of lives through inspiring urgent action towards eradicating mortality among children and mothers. The partnership encompasses program funding, consumer outreach, cause-related marketing and employee engagement. The partnership encompasses program funding, consumer outreach, causerelated marketing and employee engagement. As part of the partnership, and to raise funds and awareness from consumers, Save the Children and Unilever’s global ice cream brand Wall’s launched the Share a Smile Help a Child Campaign. The campaign’s red balloon icon will appear on Wall’s ice cream packs and in-store branding, and a Facebook app will invite consumers to share their happiest childhood memories with friends and pledge donations to Save the Children online. The campaign’s red balloon icon will appear on Wall’s ice cream packs and in-store branding, and a Facebook app will invite consumers to share their happiest childhood memories with friends and pledge donations to Save the Children online. 5 Cause Related Marketing In the U.S. Launched in 2010, the ‘Make Time for Change’ campaign promoted a line of Frigidaire appliances designed to help busy moms save time and create change for children in need in the United States. Through a dedicated interactive microsite, CRM promotions on select products and celebrity endorsement, Frigidaire secured significant media buzz and attention that continued in 2012. JOHNSON’S® Baby CARES and Save the Children In 2012, Save the Children joined with JOHNSON’S® Baby to launch a new charitable partnership to ensure every baby has a healthy and happy start in life. Media moment/celebrity mom ambassador Hilary Duff n n 3.44 million impressions n Freestanding insert/coupon n Reached 40+ million n U.S. households Donation trigger through JOHNSON’S® Baby CARE Cards Integrated messaging/ editorial calendar–with media outreach. n Archer Farms Coffee, available exclusively at Target, has highlighted its support for Save the Children’s programs on packaging since 2009. Target’s funding is allocated to education projects in Mexico and Indonesia, where a portion of the Archer Farms coffee is sourced. 6 Cause Related Marketing In the U.S. U.S. Programs Your generosity will help change a child’s life by supporting literacy, nutrition and physical activity programs. 3 simple ways to help: 2013 marked the 29th anniversary of Save the Children’s partnership with T.J. Maxx. Starting with a few child sponsorships, the relationship has expanded to include over 1,000 stores with child sponsorships and an annual back to school promotion for Save the Children’s US Programs. The ‘Give-a-Dollar’ campaign has generated over $20 million. It is supported by in store signage, employee incentives and a social media campaign. In addition, co-branded reusable shopping bags are sold during the back-to-school promotion with all proceeds benefitting Save the Children. A commemorative quilt and Halloween trick or treat bags were added in 2013. 1 Purchase a limited edition Save the Children tote bag for $.99* 2 Purchase a Save the Children Commemorative Quilt for $49.99** 3 Donate a dollar at the register Purchase a limited edition Save the Children tote bag for 99 cents* and help change a child’s life by supporting literacy, nutrition and physical activity programs. *All profits from each bag sold at T.J.Maxx will go to Save the Children (.37 cents per bag). 18849-PRSG-BTS-STC-ReusableBagSignage-11x7.indd 1 7/2/13 9:43 AM U.S. Programs For more information on Save the Children, please see register for details. *All profits from each bag sold at T.J.Maxx will go to Save the Children (.37 cents per bag). **T.J.Maxx will donate 25% of the purchase price, per unit, to Save the Children. We Can Be Heroes is a giving campaign designed to raise awareness and funds for the drought and hunger crisis in the Horn of Africa. Using the iconic Justice League characters from DC Entertainment — Superman, Batman, Wonder Woman, Green Lantern, The Flash, Aquaman and Cyborg- We Can Be Heroes raised nearly $3 million in 2012 and 2013. As part of the campaign, DC Entertainment donated 50 percent of the purchase price for We Can Be Heroes branded merchandise to three benefitting charities: Save the Children, IRC & Mercy Corp. We are proud to have received two Silver Halo Awards from the Cause Marketing Forum in 2013: Best Print and Best Video for the We Can Be Heroes campaign. 7 Cause Related Marketing In the U.S. In 2009 and 2010, Toys“R”Us and Babies“R”Us conducted a three-month-long Bundled in Hope campaign to benefit Save the Children’s early childhood development programs in the US. The campaign, which coincided with Mother’s Day, raised more than $2 million for Save the Children through an at-register promotion, a celebrity baby blanket auction and a baby registry campaign. The Toys“R”Us partnership with Save the Children secured both traditional media coverage as well as unprecedented attention from “mommy bloggers,” a key audience for the campaign. In 2011, Ty Inc., the world’s leading manufacturer of plush toys, created an exclusive HOPE FOR JAPAN™ BeanieBoo®, sold at retailers worldwide and available for online order at Ty.com. Ty Warner, CEO of Ty Inc., guaranteed a $1 million donation to Save the Children’s Japan Disaster Relief Efforts to help children and families affected by the devastating earthquake and tsunami in Japan. Zynga has made donations to Save the Children possible through its social games, contributing more than $3 million to support Save the Children’s programs for children and families worldwide. First launched in December 2010, Zynga has supported Japan, tornadoes in the US and health initiatives for mothers worldwide. By purchasing virtual social goods in games like FarmVille, YoVille, Café World and others, Zynga’s players have changed lives. 8