Support the Youth

[box]

Campaign: Support the Youth

Company: Akomplice Clothing

Nonprofit Partner: Young Audiences Arts for Learning, Starkey Hearing Foundation

Launch Date: January 16, 2012

[/box]

Campaign Description:  

Akomplice Clothing has teamed with NFL tight end Vernon Davis of the San Francisco 49ers to produce two limited edition T-shirts with proceeds from the sales to benefit children in the U.S. and Africa.  When the white version of the limited-edition t-shirt is purchased, 50% of the proceeds will go to Young Audiences Arts for Learning, a US-based arts education organization.  The purchase of a black T-shirt provides a free T-shirt for a child in Africa to be distributed by Starkey Hearing Foundation during an upcoming 2012 mission trip.

Our Take:  

This cause-related marketing campaign provides a unique concept in cause-branded products – by selecting something as simple as a t-shirt color, consumers choose how a charitable donation is directed.  Although the benefitting causes share a youth focus, the emphasis of each couldn't be more different than, well, black and white.  What's your take?  Share it with us in the comments below.