MS&L Launches Proprietary Social Activism Marketing Offering to Leverage New Age of Cause Marketing

2.25.2009

(CSRwire) BOSTON, MA. - February 25, 2009 – MS&L, one of the world's leading communications firms, today announced the launch of its Social Activism Marketing specialty, a bold approach that blends the power of corporate social responsibility and cause marketing with the penetration of digital tools to spawn social movements that move messages, product and profit on behalf of companies and brands.

The new specialty will be launched at an evening event in Boston on February 26 featuring cause marketing experts who will explore the power of social activism. Attending the event will be Thomas Gensemer, managing partner of Blue State Digital, which spearheaded Obama for America's extensive online fundraising and peer-to-peer networking initiatives, and Eleanor Dowling, editorial and community leader of changeagents.com and a key player in the success of Timberland’s Earthkeeper Heroes Program. Gensemer and Dowling will join MS&L's CSR and marketing experts to explore the renewed focus on cause marketing in the context of President Obama’s spotlight on community service and the increased corporate interest in connecting to a higher purpose.

MS&L’s proprietary Social Activism Marketing (SAM) Optimization process includes four stages of social movement that corporations can utilize to develop unique cause programs. The SAM process takes into account the current economic environment, research on the relationship between corporations and service, and the power of relationship management via digital tools. MS&L will help clients identify the intersection of corporate social responsibility and cause marketing to facilitate social movements, drive influence and maximize the reach of a particular program.

"We consider 2009 the year when values and activism will come together to transform communications and marketing," said Scott Beaudoin, senior vice president and director of cause marketing at MS&L. "Our methodology for Social Activism Marketing pinpoints the best ways to hyper-engage consumers and influencers in support of a powerfully relevant cause, producing maximum business results and social impacts for the sponsor."

A unique relationship between corporate values, activism and reputation has emerged, influencing the launch of MS&L's SAM specialty. Proprietary research from the MS&L Worldwide Global Values study, conducted in May 2008 in partnership with GfK Roper Public Affairs, underscores the ripe opportunity for companies and brands to leverage consumer activism on social issues and their unprecedented access to information about corporate behavior.

The study of 1,000 U.S. consumers found that:

* 72 percent believe a company or organization can have “values” just the way people do;

* 85 percent believe a company can be financially successful by behaving in “a responsible way;”

* 56 percent of describe it as “very important” to them to know about the values of the companies with whom they do business;

* 77 percent almost always or sometimes pay attention to company’s values when deciding whether to give it their business; and

* 59 percent said they can a lot or some about an organization’s “real values” through online information.

"It's clear that the concepts of value and values are rapidly merging in the minds of consumers," said Jim Tsokanos, president of MS&L, North America. "People want to be engaged with companies that share their values. Our Social Activism Marketing specialty will help organizations capitalize on the growing expectation that profit should be pursued in a responsible way locally, nationally and globally."

The launch of this new specialty builds on MS&L’s innovative CSR work in the consumer, corporate and healthcare areas. In 2008, MS&L was honored as the top agency in CSR by Corporate Responsibility Officer magazine; won Cause-Related Campaign of the Year from PRWeek in 2007 and Best Use of the Internet honors from PRWeek in 2006 and 2007; and is currently a PRWeek finalist for Cause-Related Campaign of the Year. MS&L works with companies such as Sunkist Growers and Procter & Gamble on ground-breaking cause programs that empower individuals to contribute to social causes in their communities and around the world.

About MS&L
MS&L is a leading global communications firm and part of MS&L Worldwide, a network of communications brands and consultancies with 54 offices in North America, Latin America, EMEA and Asia, as well as an extensive affiliate network. The agency specializes in using research, insights and technology to create and execute powerful communications strategies that are critical to client success. With a unique combination of advice, advocacy and action, MS&L delivers measurable business results for many of the world's largest companies and most successful brands.

MS&L Worldwide (mslworldwide.com) is a member of the Publicis Groupe (Euronext Paris: FR0000130577), the world’s fourth largest communications group, and a global leader in digital and online advertising, media consulting, and healthcare communications. With some 45,000 professionals in 104 countries, the Groupe's activities cover advertising through three global advertising networks: Leo Burnett, Publicis, Saatchi & Saatchi, as well as through its two multi-hub networks Fallon Worldwide and 49%-owned Bartle Bogle Hegarty; media agencies with two worldwide networks ZenithOptimedia and Starcom MediaVest Group; and marketing services, including digital and interactive communications through Digitas, relationship and direct marketing, public and media relations, corporate and financial communications, multicultural communications, and event communications. The Groupe is also the world leader in healthcare communications. Web site: www.publicisgroupe.com.

For more information please contact:

Sara Donaldson, Media Relations Manager, North America
MS&L
212-468-3893
www.mslworldwide.com

The Changing Face of 18 to 34-year-old Targeted Marketing

A study conducted by the National Retail Federation and BIG Research found that online video-game ads, blogs and text messages are gaining influence with consumers, particularly among the 18- to 34-year-old demographic.

For those 18 - 34, the study found that:

* Online video-game ads influenced 14% of electronics purchases.
* Blogs influenced 11% of electronics purchases.
(These figures outrank outdoor billboards and satellite radio.)

* Text messaging influenced 9% of electronics purchases.
* Text messaging influenced 6% of clothing purchases.

Source: "Emerging Media Increasingly Inform Shoppers' Choices"

Can video games be used to educate and inform consumers, and not just to push products? A few video games aim to do just that:

* Ocean Survivor
* Green My Brain
* WolfQuest
* Eco Quest



Interestingly, the study results led the researchers to conclude that more attention should be paid to word of mouth (public relations), and in-store experience (customer service), because:
* Word of mouth influences 44% of electronics purchases.
* Word of mouth influences 34% of clothing purchases.
* Articles or product reviews influenced 37% of electronics purchases.
* Articles or product reviews influenced 12% of clothing purchases.

Seems like old school relationships, face-to-face interactions, and kindness still rule the day! EXCELLENT news for cause marketers:)

Surfrider & Cause Marketing

I love that Surfrider receives so much support from the industry. My favorite cause marketing project is the Barefoot Wine Beach Rescue Project, but the Surfrider Holiday Gift Guide is pretty cool, too:) Purchase these goods, and the companies will donate part of the proceeds to Surfrider.

* 100% cotton Boardshorts from Quiksilver.

* Surf film "Out There" from Teton Gravity Research.

* Hemp/bamboo/charcoal shoes from Vans.

* Refillable Rise Above Plastics waterbottle from Klean Kanteen.

* Rise Above Plastics SIGG bottle, tote bag, and CD from Jack Johnson.

* Assorted apparel from Billabong, Reef, O’Neill, Electric Visual, DaKine and Nixon, available for purchase from Project BLUE.

* Book "Surfing: The Manual" by Jim Kempton.

source: Surfrider SOUP e-newsletter.

In 2007 & 2008, Barefoot Wine and Surfrider held beach clean ups in several cities. Brett Dennen, John Butler of the John Butler Trio, and Tristan Prettyman performed at the clean ups, and also helped pick up trash.

According to Rock the Earth's 12/2007 e-newsletter, John and Brett spent 2 hours helping volunteers clean up San Francisco's Ocean Beach, before playing a show on the beach for the 250 volunteers who showed up to pick up trash. The day's events wrapped up with a raffle of great donated prizes including a Rock the Earth poster signed by both artists, boxes of CLIF bars, Surfrider gear, and tickets to the John Butler Trio show later that night at the Warfield. See the John Butler video below.

I love this cause marketing project!!! And stay tuned - the Barefoot Wine beach clean ups with Surfrider is an annual event:)

UPDATE: from Alexis Henry, Surfrider Communications Manager:

FOR IMMEDIATE RELEASE
CELEBRITIES KICK OFF THEIR SHOES TO HELP AMERICA’S SHORES

Barefoot Wine Beach Rescue ProjectTM Hosts Online Shoe Auction To Benefit The Surfrider Foundation


MODESTO, Calif. (DECEMBER 3, 2008) – As the holiday season approaches, what better time to put your best foot forward and give back to the causes and organizations you care about? The Barefoot Wine Beach Rescue Project is hosting an online charity auction of shoes belonging to beach-loving celebrities in an effort to raise awareness and generate funds to support the Surfrider Foundation— a grassroots, not-for-profit environmental organization dedicated to the protection and enjoyment of the world’s oceans, waves and beaches.

To create the collection, Barefoot Wine asked actors, athletes and musicians to help “heel” America’s beaches by kicking off their shoes and donating them in support of more “barefoot-friendly” beaches. Notable surfing enthusiasts going barefoot for the cause include: actors Matthew McConaughey, Cameron Diaz, Sophia Bush and Andrew Keegan, athletes Kelly Slater and Lisa Andersen, Host of E!’s Daily Ten and the X-Games Sal Masekela and musicians Jack Johnson, G. Love (of G. Love and Special Sauce), Matt Costa, Nick Hexum (of 311) and Tristan Prettyman.

The autographed shoes will be listed on eBay’s Giving Works, which empowers people to buy and sell for a cause. The charity auction will begin at 4:00pm PST on Tuesday, December 2 and end on Friday, December 12. Visit www.eBay.com/BarefootWine to view the collection of shoes and place your bids.

“Barefoot Wine is committed to helping make beaches ‘barefoot-friendly’ though the Barefoot Wine Beach Rescue Project,” said Jeremy Soine for Barefoot Wine. “We’re donating 100% of the proceeds from this charity auction to support the Surfrider Foundation’s ongoing efforts to keep our world’s beaches healthy for generations to come.”

“This charity auction is an additional step towards improving the state of our coastlines,” said Matt McClain, Director of Marketing and Communications for Surfrider Foundation. “We’re stoked and grateful to see some of our long-time celebrity supporters kicking off their shoes and going ‘barefoot’ for the Surfrider Foundation.”

Barefoot, the award-winning California wine, has been an active supporter of various not-for-profit organizations for over 20 years. Since its inauguration in 2007, the Barefoot Wine Beach Rescue Project has donated $250,000 to the Surfrider Foundation in support of its mission to improve coastal water quality, promote free and open beach access, preserve coastal ecosystems and protect public beaches around the world.

Barefoot’s award-winning California wines are attractively priced and can be found in playful, colorful cases and bottles bearing the iconic footprint label. Barefoot’s still wine portfolio ($7 for 750-ml bottles, $12 for 1.5-liter bottles) includes nine unique offerings: Pinot Grigio, Chardonnay, Sauvignon Blanc, White Zinfandel, NEW Moscato, Merlot, Cabernet Sauvignon, Shiraz, and Zinfandel. Barefoot also offers five delicious sparkling wines: Barefoot Bubbly Brut Cuvée, Barefoot Bubbly Premium Extra Dry and the NEW Barefoot Bubbly Pinot Grigio Champagne, Barefoot Bubbly Chardonnay Champagne and Barefoot Bubbly White Zinfandel Champagne. All of these award-winning sparkling wines retail for $10. For more information about Barefoot Wine, visit www.barefootwine.com .

The Surfrider Foundation is a non-profit grassroots organization dedicated to the protection and enjoyment of our world’s oceans, waves and beaches. Founded in 1984 by a handful of visionary surfers in Malibu, California, the Surfrider Foundation now maintains over 50,000 members and 80 chapters worldwide. For more information on the Surfrider Foundation, go to www.surfrider.org .