Standing together against bullying

0205pink.gifCause Marketing: Cause Marketing is the art of combining your commercial brand with a non-profit issue. Cause marketing campaigns have years of history and range from relatively superficial tactical partnerships, to long-term, strategic alliances that penetrate deeply into business and nonprofit organizations.

In 2008, businesses and schools in British Columbia, CA took a stand against bullying with the city’s first “Pink Shirt Day.” It began as a grassroots effort to show solidarity for a fellow student who was bullied for wearing a pink shirt, and was picked up by a Canadian politician who saw its potential to raise awareness. Now in its second year, Pink Shirt Day is getting a lot of attention.

One shopping center is getting involved. Metropolis at Metrotown is holding its own Pink Day this month. The shopping center is selling pink T-shirts for $10, with proceeds going to LOVE BC, a local anti-violence charity. Shoppers who wear the pink shirts on February 28th will have a chance to win a $1000 mall gift card, and the event is taking advantage of new media with a Facebook group and a YouTube “Pink Day Shout Out” contest.

Pink Day, however, doesn’t seem to be affiliated with Pink Shirt Day, and takes place several days after the larger event. This might be a small misstep in a great marketing idea. What do you think? Is it better to hold a solo event for an important issue, or to get involved with an existing non-profit?

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