Campaign: It’s THAT Worth It
Company: L’Oréal Paris
Nonprofit Partner: Melanoma Research Alliance
Launch Date: April 8, 2014
A new campaign called It’s THAT Worth It partners beauty brand L’Oréal Paris and the Melanoma Research Alliance (MRA) in a public health call-to-action effort that urges women to prevent melanoma by using sunscreen. Celebrity broadcast and print PSAs are the first phase and drive the public to join Thunderclap (a crowdsourcing tool that amplifies a collective message). As a thank you, L‘Oréal Paris will make a donation to MRA of $1 for each supporter who signs up for the Thunderclap and $1 for each L’Oréal Paris Advanced Suncare product sold in the U.S. up to $250,000 in 2014. As part of the three-year partnership, L’Oréal Paris is donating $750,000 to MRA to fund research.
Typically companies treat PSAs very differently than consumer-facing cause marketing efforts. This campaign, however, attacks the partnership’s mission and message from all angles, from a substantive research donation to a wide-reaching PSA. Importantly, consumers are invited not only to learn from the PSA but to take a tangible action via Thunderclap, a step often missed in message-focused campaigns. What other well-integrated cause efforts have you seen? What’s your impression of this particular one? Weigh in below with you comments.