You are currently browsing the tag archive for the ‘cause marketing’ tag.


During October, M2Moms® Sponsor WWE and Susan G. Komen teamed up for their third annual breast cancer awareness campaign called Courage Conquer Cure, which included WWE Superstars and Divas wearing co-branded apparel and WWE platforms “going pink”.

Throughout the month, the WWE announcer table, entrance ramp and ring skirts were co-branded and the middle ring rope turned pink to promote the fight against breast cancer. In addition, WWE utilized all of its assets including WWE Network, TV and pay-per-view telecasts, live events, and digital and social media to drive awareness for Komen’s mission.

Monday Night Raw was hosted by The Today Show’s Kathie Lee and Hoda, Hoda herself a seven year breast cancer survivor. Hulk Hogan went pink with his “Hulkamania” t-shirt, recognizing his “Komen Maniacs” in the crowd, and bringing survivors in the ring to join him in a classic pose-down. But perhaps the most compelling content was an appearance by Joan Lunden, who is currently battling breast cancer.

“The next time I come back, I want to be one of those survivors sitting in the front row,” Ms. Lunden said, and then went on to name each survivor in attendance. The entire audience rose to their feet to give them all a standing ovation.

In addition, WWE Superstars, Divas and Legends helped spread awareness through numerous national and local media interviews including The Today Show, Variety, Sports Illustrated and WGN.

All of these efforts generated more than 650 million impressions combined on WWE TV broadcasts and social and digital media. The awareness has also helped raise more than $1.5 million for Komen to date.

There are more than 3 million breast cancer survivors in the U.S. today and it is our hope that WWE’s continued partnership with Susan G. Komen will turn more breast cancer patients into breast cancer survivors.

In October 2014, WWE sponsored the 10th Annual M2Moms® – The Marketing to Moms Conference in Chicago. Chief Branding Officer Stephanie McMahon presented with Komen’s Carrie Glasscock and Kraft Foods’ Gregg Horvat, Brand Manager for Capri Sun, on how WWE engages with Moms.


imbornto-logo The March of Dimes, the leading nonprofit organization for pregnancy and baby health, will host a panel discussion to share its new cause marketing campaign, imborntoSM at the 8th Annual M2Moms® – The Marketing to Moms Conference, October 22-24, 2012 in the Chicago Cultural Center. This new national campaign, activated annually from Mother’s Day to Father’s Day, encourages consumers to shop, dine, and donate wherever the March of Dimes imbornto logo is displayed.

The goal of the campaign is to increase awareness of the mission of the Foundation, widen its relevance to a greater number of individuals as well as raise money for the organization’s vital research and programs. Through this campaign, the March of Dimes will become the “Official Partner of Mother’s Day and Father’s DaySM.”

The panel at M2Moms® will feature select partners from the 2012 campaign that included HSN – Home Shopping Network, The Honest Company, ProFlowers, Destination Maternity, Kmart and Famous Footwear as well as media partners USA Today, People, Real Simple, Titan Outdoor and Everyday Health.

“I’m sure all of the marketers in the audience will be excited to learn how the campaign worked for both the March of Dimes and its partners.” according to Liz Fongemie, M2Moms® Director. “Brands attend M2Moms® looking for new ways and new techniques to reach moms. This panel will be a really good case study they can learn from. It will give them insights and lessons they can immediately apply to their own initiatives.”

“It’s a great fit. Every year,” Fongemie added, “M2Moms® is attended by a comprehensive and diverse list of brands including Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth and Coca-Cola. They attend because they know that learning how to keep up with today’s moms is critical to building and maintaining market share in virtually every industry and product category.”

M2Moms® sponsors include Title Sponsor: Yahoo!; Associate Sponsors: AOL, House Party; Ketchum; Mom Central, Destination Maternity, School Family Media, The Bump, WebMD; Showcase Sponsors: Quester, Carolina Pad, Experian, The God Box, Female Factor; Workshop Sponsors: Child’s Play Communications, The Marketing Store, 360 PR, Specific Media, Edelman, Eric Mower+Associates; Video Content Resource: Snippies. M2Moms® 2012 proudly supports the March of Dimes.

For more information about the March of Dimes, its nationwide network of chapters, its premier event March for Babies®, and the latest March of Dimes resources, visit or or follow the March of Dimes on Facebook and Twitter.

For M2Moms® information: or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 912 Silas Deane Hwy., Suite 101, Wethersfield, CT 06109.

MarchOfDimes_CMYK The March of Dimes, the leading nonprofit organization for pregnancy and baby health, has been named the official nonprofit of the 8th Annual M2Moms® – The Marketing to Moms Conference. M2Moms® will be held October 22-24, 2012 in the Chicago Cultural Center. According to Liz Fongemie, M2Moms® Director, “the March of Dimes will receive a financial contribution for every conference registration, and fundraising support throughout the conference.”

“We so proud to be able to help the March of Dimes because of their work with moms everywhere through their mission of improving the health of babies by preventing birth defects, premature birth and infant mortality,” Fongemie explained. “It’s a natural fit. The audience at M2Moms® is filled with senior moms marketing execs who, I’m sure, will also want to add their support to the March of Dimes.”

“Every year,” Fongemie continued, “M2Moms® is attended by a really comprehensive and diverse list of moms brands including Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth and Coca-Cola.”

“Smart brands attend,” Fongemie added, “because they know that keeping up with today’s moms is critical to building and maintaining market share in virtually every industry and product category. In addition to the speed-of-light changes in moms’ technology, moms’ needs change as their kids grow and their families mature. So, marketing to moms is a continual and evolving process.”

M2Moms® sponsors include Associate Sponsors: House Party; Ketchum; Mom Central; Destination Maternity; School Family Media; The Bump; WebMD; Showcase Sponsors: Quester; Carolina Pad; Experian; The God Box; Workshop Sponsors: Child’s Play; Marketing Store; 360 PR; Specific Media; Video Content Resource: Snippies.

The March of Dimes, since its founding in 1938 by Franklin Delano Roosevelt, has forged a distinguished path of ground breaking research and life saving advancements. Virtually every research breakthrough in maternal and infant health, from the invention of the polio vaccine to the discovered link between folic acid and neural tube birth defects, has been with the leadership, direction or participation of March of Dimes.

For more information about the March of Dimes, its nationwide network of chapters, its premier event March for Babies®, and the latest March of Dimes resources, visit or or follow the March of Dimes on Facebook and Twitter.

For M2Moms® information: or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 912 Silas Deane Hwy., Suite 101, Wethersfield, CT 06109.

image Room to Read is a global NGO which seeks to transform the lives of millions of children in developing countries by focusing on literacy and gender equality in education. During lunch on day one at the 7th Annual M2Moms® – The Marketing to Moms Conference, Geetha Murali, Room to Read’s Senior Development Manager will discuss Room to Read’s growth and development. M2Moms® will be held October 19 & 20, 2011, Chicago Cultural Center.

Murali’s talk, titled “How Room to Read is Empowering Girls to Become Empowered Women – Like You!” is sponsored by Ketchum, one of the largest and most geographically diverse public relations agencies in the world. Murali explained, “I will show how corporations and volunteers have been innovative within their spheres of influence, particularly around Room to Read’s Girls’ Education program, to help empower girls to become empowered women – just like the women in the audience at M2Moms®.”

“Room to Read has demonstrated phenomenal growth over the last several years, impacting over six million children by the end of this year and specifically supporting over 10,000 girls and enabling them to stay in school and graduate with the skills they need to succeed. Room to Read’s growth has been made possible by corporations and volunteer networks around the world that build awareness in their communities and leverage their connections for immense social good.”

“I’m sure this presentation by Room to Read will give mom marketers in the room valuable insights into how to use global brand power to achieve social good and further solidify brand reputation and customer loyalty,” added Liz Fongemie, M2Moms® Director.

“Every year,” Fongemie continued, “M2Moms® attendees include a really diverse list of brands including Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth and Coca-Cola, and this year is just as impressive.”

“Smart brands attend,” Fongemie added, “because they know that keeping up with today’s moms is critical to building and maintaining market share in virtually every industry and product category. In addition to the speed-of-light changes in moms’ technology, moms’ needs change as their kids grow and their families mature. So, marketing to moms is a continual and evolving process.”

M2Moms® sponsors include Title Sponsors: Good Housekeeping and; Associate Sponsors: What to Expect, Mom Central, The Bump, Fleishman-Hillard, School Family Media, Destination Maternity, TLC Parentables, Ogilvy Public Relations Worldwide, Resonate Networks, Vibrant Nation, Euro RSCG Chicago, Google, Shopper Sciences, Frank About Women, Edelman; Showcase Sponsors: Ketchum, First Choice Facilities, Meredith Print Advantage, Meredith Parents Network Custom Solutions, WebMD, Zeldis Research Associates, Rondo, Creative Hands, Alexx, Inc., 360 PR, Carolina Pad,, iVillage; Workshop Sponsors: Zocalo Group, Eric Mower & Associates, Yahoo!, National Geographic Kids, Lattimer Communications; Video Content Resource: Snippies. M2Moms® Proudly Supports: Room to Read.

For conference schedule and information: or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

We love this new commercial from P&G’s "Thank You Mom" campaign for Special Olympics!

The ad is part of the “Thank You Mom” campaign P&G started during the 2010 Winter Olympics. P&G is a global partner of the 2011 Special Olympics World Summer Games, taking place June 25 to July 4 2011 in Athens, where 7,500 Special Olympics Athletes from 185 nations will compete in 22 Olympic-type sports.

There are numerous brands dipping their toes into the cause-marketing water when it comes to their marketing to mom strategies.  We heard from several of those brands during this year’s M2Moms® such as Clorox who recently teamed up with the Children’s Health Fund (CHF) to launch a two-year program that will help CHF provide half a million health care visits to kids in need.  “Moms are a lot of things, but first and foremost, they are caretakers,” said M2Moms® presenter Kelley Skoloda of Ketchum as she introduced us to the Clorox/CHF initiative.  “Moms have a natural instinct to help other moms and their families.”

BabyCenter® is the latest brand to tap into mom’s instinct to do good by partnering with the Grameen Foundation to support innovative mobile healthcare for expectant mothers in the developing world via a fundraising and education campaign.  As part of this partnership, BabyCenter provides expert health information tailored specifically to pregnant women in rural communities of Ghana.  Deployed via mobile phones, the objective is to promote healthy pregnancies and encourage women to seek prenatal care as well as offer advice on topics such as breastfeeding, immunizations and how to manage pregnancy-related costs.  BabyCenter has also added a new section to its website dedicated to raising awareness and donations for Grameen Foundation’s mobile health education initiatives, with the potential to reach more than 8 million moms in the U.S. and more than 20 million moms worldwide.   “BabyCenter is committed to bringing vital health information to mothers around the world and to empowering these women to take control over their own health,” said Tina Sharkey, Chairman and Global President of BabyCenter. Sharkey was a speaker during last year’s M2W®-HC™-The Marketing Pharma and Healthcare to Women Conference.   “There are large populations of women in developing nations who don’t have access to books, the Internet, or even regular visits with their healthcare professionals, but they do have basic mobile phones. Our collaboration with Grameen Foundation allows us to reach these underserved women; doing what we can to help raise funds and awareness for this program brings us one step closer to our shared goal of improving maternal health worldwide.”

A new study, commissioned by Kimberly Clark’s Huggies Brand, reveals a startling issue – 1 in 3 American mothers struggle to provide diapers for their babies. “This issue of ‘diaper need’ – mothers struggling to provide diapers for their babies – is serious and has been largely unrecognized until now. This study helps us understand the true scope that this type of material hardship may have, both physically and emotionally, for babies and mothers,” said Dr. Cybele Raver, a lead researcher on the study and professor at New York University. “Diapering is an important ritual that offers parents and babies valuable time to create a warm and positive emotional connection. This study helps us to understand the ways that many mothers feel distressed when they are faced with situations where they don’t have enough diapers for routine changes. It is clear from this study that not having enough diapers makes the job of parenting more difficult.”

This study has promoted Huggies to develop a nationwide response—Every Little Bottom.  As a first step, Huggies will donate up to 20 million diapers in the U.S. in the next eight months—kicking off the donation with two million diapers given to ten local diaper banks across the country.  In addition, these diaper banks are working with Huggies to help develop a sustainable solution to diaper need.  The solution will include building awareness of diaper need, making additional diaper donations, and forging national and local partnerships that will provide the community-based support needed.  Huggies has already forged partnerships with several organizations to help spread the word about diaper need and get people involved at the community level such as the March of Dimes, Boys and Girls Clubs of America, United Way, National Coalition of Pastors’ Spouses, National Latina Health Network, National Association of Hispanic Nurses, Girl Scouts of Eastern Missouri, and many Junior Leagues.  “We now better understand the widespread extent of diaper need in this country, and Huggies is committed to getting diapers to babies in need. We understand that diaper donations are only part of the solution.” said Stu Schneider, senior director of the Huggies Brand. “For Huggies, this is just the beginning of our long-term commitment to help, and we encourage communities around the country to join us in supporting this issue.”

Last month, First Lady Michelle Obama launched a nationwide campaign to tackle the challenge of childhood obesity—a topic we heard a great deal about during M2W®-HC™ as brands, healthcare professionals and medical organizations look for new ways to help moms keep their families healthy.  The ‘Let’s Move’ initiative encourages community leaders, teachers, doctors, nurses, moms and dads to get kids moving in hopes of solving the epidemic of childhood obesity within a generation.

During last year’s M2Moms®-The Marketing To Moms Conference, we heard a similar story from Jaime Berman Matyas, EVP and COO of National Wildlife Federation (who was also a Hospitality Sponsor for M2Moms®), as she gave details about NWF’s ‘Be Out There’ program, a program that not only believes in getting kids to move, but getting them outside.

As experts in getting their brand to identify with Mom’s need to keep her children healthy and active, we asked Rebecca Garland, executive director of ‘Be Out There’, to give us her take on the new nationwide initiative and what that means for her brand as well as others.

Q:  What are your thoughts about this new national initiative?

A: National Wildlife Federation fully supports ‘Let’s Move’ and believes that unstructured outdoor play should be an integral part of the First Lady’s initiative. Children who play outdoors are more active and burn more calories. We believe it’s time parents took advantage of an old-fashioned, low-cost remedy to our children’s obesity problem. Fling open the back door and let kids do what comes naturally: run around in green spaces and make friends with nature. Leave those unwanted pounds behind a tree, in a stick fort or under a slimy rock at the local park.

Q: Do you plan on partnering with the ‘Let’s Move’ campaign in any way?

A: NWF is eager to support the ‘Let’s Move’ campaign and, through our ‘Be Out There’ initiative, has developed tools for parents to promote a healthier lifestyle and activities to get kids moving outdoors. NWF is in discussions with the First Lady’s Office to explore partnership opportunities.

Q: In addition to helping fight childhood obesity, what are the other benefits of having families get outside and move?

A: Kids who spend regular time outside have fitter bodies, better eyesight, less stress, depression and hyperactivity, longer attention spans and better grades. Check here to see all of the health benefits and research.  Plus, time spent outdoors awakens all of the senses and offers opportunities for families to connect and create lasting memories.

Q:  What are you working on now with NWF and ‘Be Out There?’

A: Getting kids back outside is an important societal issue that affects children of all races and socio-economic levels throughout America. The ‘Be Out There’ campaign brings together the full array of awareness, grassroots organizing and behavior change elements to make a national impact. Highlights of our current activities include:

  • Hosting national events such as National Wildlife Week (March 15-21) and The Great American Backyard Campout (June 26)
  • Actively promote ‘Be Out There’ messages across all forms of media
  • Expand and place PSAs that enlist influential & credible spokespeople
  • Continue to work with Congress and state legislatures to pass laws and regulations that provide money and programs that get kids outdoors
  • Calling on Secretary of Health and Human Services to include outdoor physical activity in CDC’s state obesity action plans and to increase outdoor play time at Head Start Centers.
  • Providing families, schools and communities with tools they need such as NWF programs Schoolyard Habitats® and Trees for the 21st Century and a rich portfolio of online resources like outdoor playing tips and activities, directory of parks and trails, guides to plant and animal life and e-newsletters/online publications that help families enjoy connecting with nature.

The national focus is certain to keep the topic front and center and at the heart of our healthcare debates.  In what ways are you seeing brands helping women keep their children healthy?

As the clock continues to tick towards what some are calling “the most wonderful time of the year”, the minds of most moms are turning from activities of summer fun to school supplies.  Carolina Pad, a company that specializes in beautiful school, office and arts and craft products, has a line of school gear that is not only beautiful, but also includes an environmental education component that reminds young people about everyday actions they can take to become even better stewards of the environment.

“Carolina Pad developed the Sasquatch® Brand products to give young people a way to express their love of the environment and to educate them about how they can live green,” says April Whitlock, director of brand management.  The collection is not only appealing to school age girls and boys, but to moms as well.  “It’s a great way for moms to continue to emphasize the importance of green living—even when their children are away at school.”

The Sasquatch® product line includes:

  • One-Subject Notebook, Ideal Book, Composition Book, Mini Comp Book, 19-Month Planner, and Personal Book that all have 100 percent recycled covers and interior pages.
  • The sturdy Sasquatch turned-edge binder is made from 100 percent recycled content.
  • The Two-Pocket Folder is made from 80 percent recycled content.
  • The Tab Dividers are made from 60 percent recycled content.
  • The Sasquatch products feature nature-oriented designs in green, brown and khaki earth tones and serve as a great organizational tool for kids juggling homework or projects.
  • The pencil zippered clutches featured in the collection is polyvinyl chloride (PVC)-free.

The covers of the Sasquatch books and planner all feature interactive challenges and games, while the front, inside cover directs users to to learn more about being green and making tracks of their own.  The site has information about environmental issues, including interactive games, informative tips and blogs as well as links to additional green resources and links to Sasquatch on Twitter and Facebook.

Why Sasquatch?  Legend holds that Sasquatch is a creature that lives deep in the forest, far from where most human dare to go.  He lives off the land, and except for a footprint now and then, leaves little trace of his existence. “Sasquatch provides a fun, kid-oriented example of living a green life by using only what one needs,” says Whitlock.  “Carolina Pad is trying to follow in Sasquatch’s footsteps because we know that forests are one of our greatest treasures.”

“Our biggest challenge is that we are a relatively small company with a very limited consumer marketing budget,” said Whitlock.  “So, we had to get very creative in launching the brand and telling the story. Our focus became the “Find Sasquatch” concept to create an opportunity for interaction with a static consumer good.”  And the move has paid off.  “Everything we have done has resonated well with retail buyers who were hungry for an eco-friendly back-to-school product line, and thrilled to find one with a fun story that made it kid-friendly.”

The Sasquatch line is available at many major mass retailers such as Wal-Mart, Target, Kmart and Staples as well as several regional retail chains.

There is a shift in the parenting paradigm that has created a new parenting partnership.  It’s known as “The Dad Factor” and understanding how it relates to our own messages of sustainability is an important lesson for all brands.  As we prepare to celebrate Father’s Day, we have asked father, popular blogger (, former natural foods industry executive and self-described “treehugging dirt worshiper” Derek Markham to give us some insight into Eco-Dads.

Patti Minglin:  We hear a lot about Moms being movers of the eco-movement, do you feel Dads have been overlooked by marketers?

Derek Markham: I think that marketers are right in some regard – women control a huge part of the consumer dollar.  However, Dads usually buy the vehicles, the gadgets, the gear (outdoor, sporting goods, bikes, etc.), and increasingly, the groceries. Speaking for myself, I see that as a father, my concern for the safety and health of my family leads me to want to know more about the effects that companies I patronize have on the environment and on the health of my children.

Minglin:  How has the role of Dad changed over the past few years?

Markham: I know quite a few stay-at-home Dads, and many in my community are very active and engaged in the day-to-day rearing of our children. Many are also embracing the role of the Dad in homebirth (we’ve had 3 homebirths, and I got to be an integral part of the birth, and also get to catch them). I see many Dads making career choices that let them play a bigger part in the family (flex-schedules, tele-commuting, working from home) instead of pursuing the climb up the corporate ladder.

Minglin:  What should all marketers know about targeting Dads with their sustainability message?  What should they avoid?

Markham: For many men, saving money is sustainability!  We also want to know the details, and I think many marketers completely gloss over or exaggerate the claims of their products (i.e. using the terms earth-friendly, eco-friendly, environmentally conscious) without any facts to back them up. So, avoid any blanket claims of ‘good for the planet’, and focus on how it directly impacts men’s lives and the lives of their progeny. We want to leave a healthy legacy for our children and grandchildren, and bringing that message to the forefront would be one key way to reach men.

Minglin:  Is anybody getting this message right at the moment?

Markham: Honestly, no.  I see the appeal to fear or to emotion overriding any real sustainability promises.  If brands gave more thought to the actual process of sustainability than to the marketing spin, they might find that they will spend less time and money, while selling more.

Minglin:  As the father of 3, what is the best piece of advice you have ever received about fatherhood?

Markham: Be present with your children. Make time with your children and your wife a priority. You don’t get any time that you missed with them back, so take the time to put down your work, your worries, and your day planner and roll on the floor with them and laugh a lot. Too many of us are driven by our careers to the point that we’re burned out at the end of the day and have no time to enjoy our families, and for me, those priorities are reversed. I’m a Dad first, and a wage-earner second.

Minglin:  What wise and wonderful words.  Congratulations on your fatherhood success and thank you for talking with us.

Share/Tweet/Link This!

Bookmark and Share
Register Now for the 10th M2Moms: Oct 22 & 23,  2014

Watch the M2Moms video

Watch the M2Moms 2013 video
Follow M2Moms on Facebook!

M2Moms is on Twitter

Follow M2Moms on Twitter!


M2Moms Project Manager Liz Fongemie is on Twitter too


All content copyright 2008-2013 PME® Enterprises, LLC. PME®, PME EVENTS, and M2Moms® are trademarks and servicemarks of PME® Enterprises, LLC.