Campaign: Support the Youth
Company: Akomplice Clothing
Nonprofit Partner: Young Audiences Arts for Learning, Starkey Hearing Foundation
Launch Date: January 16, 2012[/box]
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.
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.