This week, Megan and Joe talk with Stuart Elliott, advertising columnist at The New York Times about his recent article on “Seeking Success by Helping to Feed the Hungry.” In it, Stuart profiles a new campaign called Run 10 Feed 10. Each person who registers to run in 10-kilometer races to be held in 11 cities this fall will trigger 10 meals to people in need in the runner’s community. Individual runners are asked to raise $100 each for the cause via Crowdrise, a website that uses social networking and crowdsourcing to help raise money for charities.
The partners in the initiative are Unilever, on behalf of four brands, Degree Women, Ragú, Simple and Vaseline; Women’s Health magazine, published by Rodale; the Feed Foundation; and Crowdrise.
We discuss how this new campaign may represent a new area of opportunity for media companies that have previously let brands take center stage with cause marketing initiatives and how media companies are seeing themselves as brands. Stuart also reflects on the growth of cause marketing and where the industry may be headed.
NewYorkTimes.com (Stuart’s columns online)