Cause-Related Marketing and Cause Branding Initiatives
CWLA believes each of its partners helps us create vital change in behalf of children. Like all sound business arrangements, these partnerships are built on complementary values, shared goals, and business plans that help each organization achieve critical objectives. Our partners have included:
Aveda Hair Care Products. CWLA was featured in promotional materials in salons using Aveda hair care products, and the company made a donation to CWLA.
Biobottoms Clothing. CWLA was featured prominently in this catalogue over several years, and a portion of the receipts from sales was donated to CWLA. Biobottoms sells children's clothing manufactured in an environment-friendly process and appeals to socially conscious, upscale young families.
Capital One Foster Care Project. Capital One Financial Corp. is collaborating with CWLA and other leading child welfare organizations to support children and youth in foster care. Learn how you can be part of this effort.
Hallmark. In 1996, Hallmark brought national attention to foster care and the issue of child abuse and neglect by presenting the drama Ellen Foster on the CBS Hallmark Hall of Fame, along with a public service announcement and an invitation to call CWLA's 800-line. The film was previewed in a reception on Capitol Hill.
HoneyBaked Ham. CWLA partnered with HoneyBaked Ham in a partnership launched on Mother's Day 1998. Promotions emphasized the importance of quality family time and benefited CWLA's Protecting America's Children (PRAC) campaign.
J. C. Penney. CWLA received a portion of the sales from a Penney's children's clothing line during the late 1980s and early 1990s.
Neutrogena. When CWLA Board member Jeff Nugent was CEO of Neutrogena, the company donated talent, services, and financial support to launch and guide CWLA's PRAC Campaign. Neutrogena designed and printed the PRAC logo and marketing materials and donated products for a gift bag at the fashion show and dinner fundraiser sponsored by "Behind the Bench" at the 1999 All-Star Basketball game.
OshKosh B'Gosh. This children's clothing manufacturer donated a portion of all its sales to CWLA in observance of the company's centennial in 1995.
Prudential Foundation. In 1997, CWLA received a three-year grant to develop The Prudential Positive Parenting program. Completing a three-year grant renewal in 2000, this cause-marketing relationship succeeded in elevating Prudential's corporate image as well as providing parents with the information they needed to be better parents. As a result of Prudential's funding, CWLA was able to provide a parent education curriculum free of charge to child care centers, Head Start programs, and other early childhood education programs. Working with Prudential, CWLA conducted numerous radio interviews to raise awareness about the program.
Spirit Airlinesand CWLA have embarked on a national initiative to both educate and support traveling families and raise awareness of children's issues in mainstream America. Click here for more information, or to read CWLA's latest article in Skylights Magazine.
Susan Newman (Paul's daughter). Ms. Newman developed a campaign to recruit students into the social work field that included PSAs, print ads, posters, and a half-hour video. The video won several industry awards. This campaign led to a "Listen to Your Heart" PSA campaign that included a 30-second identity spot and a brochure with an 800 number the public could call for additional information.
For more information on partnership opportunities, please contact Terri Braxton 703/412-2426.
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