Over the past few weeks there has been a lot of gift giving around the Performance Research office, and our beloved dog, Austin, was not to be left out! While un-wrapping Austin’s latest gift, a stuffed dog toy, we noticed an interesting partnership between the toy maker and the National Wildlife Federation (NWF).
What caught our eye about this partnership is not only how unique it is, but also how it truly serves a purpose. When you purchase one of the toys, you are given the opportunity to register it with Sergeant’s Pet Care Products (the manufacturer) and when you do, they give a donation directly to the NWF. This program, which is part of all of Sergeant’s “Protected Wildlife Series”, shows consumers that by purchasing this product, they are actually contributing to a good cause. It is also worth noting that while the toy is for a dog, the packaging provides “kid friendly” information about the animal, in this case a Bison, and about the NWF.
It is nice to see a company that is thinking outside the box and utilizing their partnerships to benefit an organization that they truly care about!
Reading a number of articles and blog posts regarding the Dow sponsorship of the Live Earth event, Run for Water, I began to side with the vast number of people who criticized both Live Earth and Dow for the partnership that paired a clean water initiative with one of the worlds largest chemical producers.
After all, Dow has been linked to the pollution of the world’s water time and again, and is often the bane of environmental organizations from every corner of the globe. So why is an organization like Live Earth partnering up with a company that is looked down on by so many? Do they really expect people to believe that Dow is helping the environment? Isn’t this just Greenwashing?
Well, the more I thought about it, I began to look at the partnership differently and discovered why it is important that Dow is involved. Yes, of course Dow is a major polluter and while this is not to be taken lightly, isn’t it a step in the right direction if they are willing to help a organization that does so much good? Also, if you take the time to check out Dow’s other environmental initiatives (http://www.dow.com/commitments/ ); it seems they do have a plan in motion to improve their company.
So how can Live Earth and Dow combat naysayers? Well for starters, the property could do a better job of promoting their partnership and make sure the public knows that Dow is taking steps in the right direction, not just writing checks. After all, if Live Earth does not make the most of its partnership with Dow, chances are that they might lose their support in the future.
A recent article in USA Today presented an interesting partnership that had been going on in three different South Carolina counties. The local law enforcement departments had teamed up with Chick-fil-A to hand out free sandwich coupons to drivers that were wearing their seat belt while pulled over during routine traffic stops.
This partnership between the chain famous for its “eat mor chikin” campaign (led by talking bovines) and the local law enforcement agencies came as a nice surprise to the drivers who were pulled over. Not only does it offer the driver a gift, it invokes a sense of pride for doing the right thing. Also, the recipient is likely to pass along the good news, and more importantly continue wearing their seat belt in the future.
Besides rewarding the driver, the campaign also benefits the law enforcement agencies and Chick-fil-A. The police gain positive face time with the community, as I am sure that drivers are much more pleased to receive a chicken sandwich rather than a traffic ticket. And on the other side of the deal, Chick-fila-A stands in a position to increase restaurant traffic, generate appreciation from the community, all while perpetuating their image as a community oriented QSR.
Although we haven’t researched the effectivness of this campaign, we can say that this is an interesting partnership that caused some heads to turn and made some happy drivers in South Carolina. Kudos to both sides for making a deal that rewards safety while increasing positive awareness!