#170: Companies That Don't Do THIS Often Enough...

Let’s face it, in these trying – to say the least – economic times most of us are trying to do more with much less, right?

Not Big Business.

Oh sure, they cry poor all…  the… time, but the reality is a different story entirely.

• Major players still make billions from brand loyalty and the public’s obsession with “Keeping up with the Joneses”. Or is it the Kardashians these days?
• Upper management still accepts ridiculously huge bonuses and stock options – no matter what shape the company is in.
• If the bottom line is in  jeopardy, the first cuts are made at ground level. The “little guy” can afford the cut, right?
• Big Business has one goal: advance the profit margin at all costs. A “slow year” will simply not be accepted!

So where am I going with this? I want to show you how one powerhouse corporation is giving back. I wanted to establish just how extraordinary it is for a North American company to do so when most of them seem driven to protect their own necks at all costs.

Take a look at this and then we’ll talk.

 Here’s part of the official press release from DC. I know it’s “Corporate America dreck”, but at least they’re trying. This is proof  you can direct your marketing campaigns in a direction that’s beneficial to others – if you really try.

 

 DC ENTERTAINMENT ANNOUNCES “WE CAN BE HEROES,”
AN UNPRECEDENTED GIVING CAMPAIGN TO FIGHT
THE HUNGER CRISIS IN THE HORN OF AFRICA

 Featuring Iconic Justice League Characters, Multilayered Campaign
To Leverage All Time Warner Advertising Platforms
Generating Significant Awareness of the Crisis

Multi-Million-Dollar Commitment Will Support
Three Aid Groups Working in Africa:
Save the Children, International Rescue Committee and Mercy Corps

The current hunger crisis in the Horn of Africa.is all too real: the region is suffering its worst drought and famine in over 60 years, with 13 million in need of critical assistance and 250,000 facing starvation in Somalia alone. 

 

From the  DC press release, We Can Be Heroes will be supported via promotional exposure across all of Time Warner’s divisional advertising platforms (Warner Bros., Turner Broadcasting, Time Inc., HBO), generating millions of consumer impressions and creating crucially needed awareness of this crisis worldwide.  Save the Children, International Rescue Committee and Mercy Corps will equally share a corporate donation of at least $2 million over the next two years comprised of cash donations, employee matching funds and consumer matching funds. 

 

 A key launch element of We Can Be Heroes is the campaign’s website, WeCanBeHeroes.org.  Here, consumers can make donations which DC Entertainment will match 100 percent (up to $1 million in donations), purchase specially branded merchandise, with 50 percent of the purchase price going to fight the hunger crisis via We Can Be Heroes,  sign up for newsletters and updates, and join the We Can Be Heroes online community.  The site will also feature information on each of the partner organizations and updates on current conditions in the Horn of Africa. 

 

 

 For fanboys this is an opportunity to score some cool swag while actually contributing something of value to the world – all from the comfort of their parents’ basement.

 

 

 

Related articles

• DC Entertainment Announces “We Can Be Heroes” (graphicpolicy.com)
• Superman, Batman, Green Lantern And The Justice League Gather To Fight Famine In Africa [ Viral Video] (thetechnologycafe.com)

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