Campaign: Guns Down
Company: Essence Magazine
Nonprofit Partner: None
Launch Date: April 8, 2013
ESSENCE, a lifestyle magazine for African-American women, has launched a new message-focused cause marketing effort called GUNS DOWN. A three-part series in the magazine will tell stories of lives affected by gun violence and an advocacy campaign will encourage African-American women across the nation to join in the fight against gun violence. The May issue features a pre-written letter to President Barack Obama that readers can cut out and mail directly to the White House expressing support of the President’s initiatives to curb gun violence. A social media campaign encourages readers to Tweet a picture of their signed letters with the hashtag #EsssenceGunsDown to show their support.
Most cause marketing campaigns we come across involve consumer purchase or other action to trigger donation. Less frequent, but equally powerful, are what we’ve dubbed ‘Message Focused Campaigns’, where a company takes a stand to share a particular message, in this case, one of reducing gun violence. This particular campaign bypasses any relevant nonprofit and asks individuals to take a specific action (cutting out, signing and mailing a letter to the President). A magazine is particularly well-positioned to share poignant stories with readers around a particular message and ESSENCE appears to be making a strong commitment to this timely initiative. What do you think of their approach? Weigh in below!