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Causes & Cynicism
(WORLD) The Nestle Very Best in Youth Campaign has just announced the winners of its 2005 competition. This biannual program is run with the 'Reading is Fundamental' campaign and honors youth 10 to 18 years old whose extracurricular activities and academic record demonstrate strength of character. Competitive nominees must be exceptional students, good citizens and avid readers who share their passion for community service with others.
But how do corporations respond to critics who say these type of cause related campaigns are just cynical marketing ploys 'the prominent position of Nestle's snack logos on this page looks particularly controversial from a UK perspective as parents try to get these kind of snacks out of schools.
Business in the Community's Cause Related Business Campaign heard from Tesco's Tim Mason about the problem of cynicism last night at its 10 year celebration at the 'Gherkin' tower. He asked other businesses not to shy away from linking their marketing to good causes because of fear of a backlash from consumers. The key, he said, is to ensure that every campaign is linked to the strategy and values of the business.
Related link:UK School Junk Food Ban
Contributed by Rhiannon Suter.
Filed by DK on September 28 2005
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