Campaign: Vote the Environment
Nonprofit Partner: HeadCount and the League of Conservation Voters
Launch Date: June 20, 2012
Patagonia Inc., has announced a mash-up combining cause marketing and political activism with its ‘Vote the Environment’ campaign – a campaign that asks customers to register to vote, learn about candidates’ environmental records and vote accordingly. Patagonia has partnered with the rock band, Wilco, the non-profit HeadCount and the League of Conservation Voters. Tweets completing the sentence, “I vote the environment because I love…” with the hashtag #becauseilove will be displayed in real-time at Wilco shows, in Patagonia stores across the country and online at Patagonia.com. Wilco will donated 100% of the proceeds of an exclusive version of their song “Whole Love” to HeadCount. Patagonia has also produced a special edition t-shirt; five dollars from the sale of each tee will go to HeadCount.
This campaign is a fascinating example of a brand using its standing among loyal consumers to shape a conversation and potentially sway political action among an active constituency group. In a time of often-overwhelming political messages, Patagonia gives consumers a tangible framework with which to research and upon which to vote, complete with the social proof to help consumers feel part of a larger movement. We’ll be glued to the results of this particular campaign come November.