Marketing for good competition

Fundraising | Gemma Ware | 1 Jan 2007

Charities are to compete in a timed battle to create a cause-related marketing campaign next month in an effort to win the Marketing for Good Award 2007.

At a daylong conference to be held in London on 28 February, six charities including The Princes Trust, RNIB and Help the Aged will work from a brief to pitch their campaign ideas to an audience of delegates from the charity and corporate marketing sector. A panel of industry experts and a vote from the floor will choose the winner.

Last year's winner of the Marketing for Good award was the Terrence Higgins Trust, which produced a hypothetical cause-related marketing idea that would resonate with readers of The Daily Mail. The charity was able to show how it could broaden perceptions of its work in a way that would also generate funds and match the sexual health of Daily Mail readers.

The Marketing for Good conference, run by social marketing company the Ingenious Group, will also see the launch of the Companies that Care awards, celebrating those companies whose brand values and behaviour are perceived as most caring by the British public. Factors such as corporate social and environmental policies, charitable giving and employment practice will be considered.

For details, visit:www.ingeniousgroup.com/conferences

Directory: Help the Aged | Royal National Institute of Blind People (RNIB)

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