Question

Topic: Branding

Cause Branding Campaign

Posted bygphikonoskeon12/28/2007 at 3:48 PM ET 500 Points
We are fortunate enough to have our local GM as the face of the Boys and Girls Club (BGC) Annual Drive. With that being said, we felt it appropriate to take our first leap into cause branding/marketing.

The BGC annual drive theme is "It just takes one: Are you the one?" Our company would like to spin off the BGC campaign theme. Our first thought was to just utilize the word "ONE" for the campaign. Unfortunately, U2 supports a poverty initiative which is conveniently also called ONE, so we need something different.

Our theme must transcend all mediums. We will market our efforts internally to employees as well as externally to our local community. We are especially interested in capturing the Generation X and Y demographic and hope to sell jewellery, shirts, etc to boost awareness and donations to the BGC. We particularly LOVE Ford's "Warriors in Pink" cause branding and would like to do something with this type of impact. We have a large budget for TV (PSA's), radio, print, websites, etc.

I would appreciate any theme ideas for cause branding campaigns. So far, we have brainstormed the following ideas, but nothing that we love...

- - - - - -成矿ding ONE future, together
- The Power of ONE
- Be the ONE
- I am the ONE
- ONE for the future
- He/She was the ONE
- ONE chance
- ONE Change
- ONE Business, ONE Community, ONE Club, ONE Person, ONE Child, ONE Change
- Operation ONE
- Project ONE
- ONE in a million
- ONE Voice
- ONE Step at a time
- United as ONE
- Working as ONE
- ONE Force
- Alpha ONE
- Only ONE thing really matters
- ONE more time
- ONE more
- DayONE
- Priority ONE
- What does it take to be number ONE?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
或,SIGN IN

RESPONSES

  • Posted byCarolBlahaon12/28/2007 at 4:09 PM Member
    When I read this I thought of the Ghandi quote-- Be the change you want to see in the world.

    From there, why not tie your CEO with others who were powerful "powers of one". Your campaign isn't about what it takes to be #1, but the power of one. There are thousands of urban legends, and everyday folk, who by themselves-- made a difference. With that in mind, you could look for those everyday heros and tie it to your campaign.

    I thought these few links would be helpful.https://www.snopes.com/history/govern/onevote.asp--this site will show the truths as well so you don't get a flush of error letters.

    I like tying to where one person made a difference.

    Sell Well and Prosper tm
  • Posted on12/28/2007 at 7:09 PM Member
    Be the ONE, To help someONE
    Be the ONE
    One of a kind
    You're the One
  • Posted on12/28/2007 at 7:44 PM Member
    ONE makes it happen
    ONE can get it done
    Be the ONE to get it done
  • Posted bybdggmgon12/29/2007 at 12:32 AM Member
    The Power of WE
    我们1 + U =
  • Posted bysteveon12/29/2007 at 6:42 AM Member
    Chris offers great advice; I would lean towards "Are you the ONE?" and utilize the "Call to Action" infused within the theme.

    In terms of "The Power of One", this has been used several times before by Pepsi Cola relative to the synergy supplied by their sister company Frito Lay.

    Steve Thompson
    The Poised Group
    [URL deleted by staff]
  • Posted byJay Hamilton-Rothon12/29/2007 at 9:48 AM Member
    cARE (first word from "Are you the one?")
    Children First
    Be Some One
  • Posted bygphikonoskeon12/29/2007 at 12:41 PM Author
    Thank you to everyone for their responses thus far. Looks like we will continue to focus in on "Are you the one" which is the BGC's annual drive's message.

    我真的与creativ寻找一些帮助e pieces. As I mentioned in the original post, our company would like to create a logo and a message that transcends all mediums including retail. Since "ONE" is already taken by U2 (in essentially the same fashion we wanted to use it), we need to go in a different direction. My initial thought was "Operation One" with more of a military theme (think soldiers, sales of dogtags, etc)? Any thoughts on this? Too cliche? We realy want this to POP in our marketplace. Again, we are using Ford's Warriors in Pink as an example of what we hope our campaign can be- innovative, exciting and eye catching.

  • Posted byCarolBlahaon12/29/2007 at 1:33 PM Member
    what about bracelets like "lancestrong"'s saying "are you the one"? BGC are full of every day folk making a difference. Focus on everyday individuals making a difference in lives. In Denver a TV station regularly does a spot on this, giving their community service type plaques. I am sure you could find a local tv station that would like the idea as well. The military idea is a good idea, just don't let it look too much like the Marine's Army of One
  • Posted on12/31/2007 at 1:40 PM Member
    I like what you already came up with. As far as a catchy logo or something you could actually use for branding without using something that's already been done, what about using "It just takes one: Are you the one?"

    And branding as 1:1 or 1to1

    或One2One

    A play on what has already been taken by Bono and the like.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)