Campaign: Duck the Halls
Company: Aflac & Macy’s
Nonprofit Partner: Participating pediatric cancer hospitals
Launch Date: November 14, 2011
[/box]Campaign Description:
In its eleventh year, Aflac will partner with Macy’s to sell a plush duck at 670 retail locations nationwide to fight childhood cancer. The ducks range from $10-$15 and may be purchased at participating Macy’s stores or online with proceeds going to the nearest of more than 50 participating pediatric hospitals.
Our Take:
On initial look, a branded plush duck might seem insignificant. But a cause marketing program raising nearly $3 million in a long-standing partnership merits our respect. The partnership with Macy’s has expanded this year – up from 211 stores in 2010 – a feather in each organization’s cap. One of the most compelling parts of this program is that proceeds are directed to local pediatric cancer hospitals.
