Campaign: Make One Simple Change
Company: Time Inc.’s All You, Essence, Health and Real Simple
Nonprofit Partner: None
Launch Date: February 28, 2013
Time Inc.’s All You, Essence, Health and Real Simple have teamed up to launch a new message-focused cause marketing initiative, Make One Simple Change, in response to the Newtown, CT school shootings. Running through April 20, 2013, the online forum invites people to share their solutions for keeping America’s children safe. Consumers can “like” the simple change that resonates most with them. At the end of the forum, the editors will choose six submissions they believe best represent the community. The six readers with the most inspiring ideas will be invited to a special event in New York City where they will meet the editors along with experts from the forum, which include Marian Wright Edelman, Boston Mayor Thomas Menino and UN Foundation’s Elizabeth Gore.
This Time Inc. alliance is (probably smartly) taking a reader-directed focus to a very divisive, high profile issue. While no specific partner nonprofit is involved, pulling in well-known ‘experts’ adds a bit of celebrity and legitimacy to this effort. What appears to be missing is a definitive ‘what for’. Will these 6 ideas be circulated somehow to politicians and other influencers in any systematic way? Published and discussed further? How will these ideas be put into action to actually make that simple change?