Campaign: Team Up to Stop Bullying#
Nonprofit Partner: Various
Launch Date: August 5, 2013
Sears has activated its anti-bullying cause marketing effort just in time for back to school. Shop Your Way members can enter a sweepstakes for a chance to win one of three Kardashian-decorated pairs of jeans. For each sweeps entry, Sears will donate $1 to Team Up to Stop Bullying, up to $2,000. When consumers purchase a limited-edition ‘Team Up to Stop Bullying’ denim sport bag in-store for $5, $1 of each purchase will go to support anti-bullying non-profit organizations. Finally, Sears and Dockers have teamed up to offer free anti-bullying kits to school administrators and educators, which include tips, banners, book lists and teacher/student/parent handouts to host an anti-bullying in-school assembly. ‘Team Up to Stop Bullying’ is an anti-bullying coalition comprised of over 70 anti-bullying nonprofit organizations started by Sears in 2012.
Sears has clearly taken more than a marginal interest in the anti-bullying movement, gathering a broad coalition of experts to assist in this multi-year effort. The campaign provides free resources and information online while simultaneously striving to add a “cool” factor to the denim-branded effort with the inclusion of the Kardashian sisters. From our perspective, there’s a bit too much digging that needs to happen to uncover exactly where monies are directed and which nonprofits are involved. In this competitive back to school season as consumers are bombarded with cause-based messaging, simplicity and transparency are critical to get a passing grade from savvy shoppers.