Marketing for a good cause - examples of the most interesting campaigns

What is a company or organisation's greatest asset? Undoubtedly its image. It can be built in various ways - through coherent internal communication, visual identification, sponsorship of events or... social campaigns. The latter, which is often underestimated, will not only increase the value of the company, affect its positive perception in the eyes of consumers, but also publicise a good cause for society.

PR is nothing more than the shaping of relations between a company and its environment. In addition to standard activities, a PR person often has to act creatively, which can result in social campaigns. There are an increasing number of such campaigns both in Poland and around the world, and what is important, they are increasingly valuable - they touch on taboo subjects, as well as issues that part of society does not know about or has forgotten. Social campaigns move, entertain and make people think. Here are the most interesting examples from recent months:


Campaign "Homeland - add to favourites"

Ziomal, ziomeczek, ziomalinio, or simply friend. Knowledge of Polish, in all its forms, fosters understanding between generations. The social and educational campaign prepared by the National Centre for Culture is intended to be proof of this. It undoubtedly shapes the linguistic awareness of Poles and attracts the attention of viewers - not only because of the excellent role-players, who are: Marian Dziędziel, Ewa Szykulska and Justyna Suwała, but also because of the original form and the rightness of the message. The campaign can be viewed at the link:

Snap & Seek" campaign

"To find missing persons, you have to show their faces". Exactly 25 May marks the International Day of the Missing Child. The creators of the campaign organised by the Itaka Foundation decided to publicise this special day and involve young people in the search for their peers. They decided to use Snapchat for this purpose. Those interested in the action were able to download a picture of the missing person, swap faces and then spread the image of the missing person along with information about the disappearance. A video promoting the action can be found at the link:


PETA "Behind the Leather"

An organisation fighting for animal rights opens a leather goods shop. Sounds ridiculous, doesn't it? However, despite appearances, there is a deeper meaning hidden in it. PETA decided to teach a lesson to all those who decide to buy leather goods - wallets, handbags or shoes. When potential customers wanted to inspect the products closely or try them on, then their eyes would be shown the inside of the products, including a beating heart or muscle tissue. PETA's campaigns always involve controversy. 'Behind the Leather' can be seen at the link:

World Literacy Month

It turns out that one in five people in the world, or as much as 20 per cent of the population, cannot read or write. Burger King decided to draw the attention of its customers to this fact. The names of the burgers were changed in such a way as to make them impossible to read. Thus, the company tested how customers would cope if they were unable to read the name of the products they wanted to buy. Some of them nevertheless tried to 'decipher' the words, others complained about errors in the menu... you can see this at the link:

The campaigns described above are intended to draw attention to problems affecting specific social groups. They undoubtedly fulfil their role and at the same time improve the image of the organisation in the eyes of consumers.


Text author: Ola