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5 Tips to Design Highly Effective CSR Campaigns
By Minnesota PRSA Admin
Posted on 8/5/2019 4:02 PM
By Katie Hickman, Maccabee Public Relations via

Corporate Social Responsibility (CSR) campaigns are on the rise as brands explore how they can stand out in a crowded, noisy marketplace, position themselves apart from their competition and make a statement with consumers. In fact, Fortune Global 500 firms spend $20 billion a year on CSR activities. The most successful CSR initiatives are authentic, engaging and further the brand’s mission. But to accomplish this, brands need to objectively look at the competitive landscape and identify the unique story they can tell.

Imagine you’re walking into your local shopping mall and you have the choice of going through two doors. One has a sign above it that says “Beautiful” and the other door says “Average.” Which do you choose? The beauty brand Dove and its agency, Ogilvy & Mather Chicago, executed this challenge as part of its “Choose Beautiful” campaign in six countries, asking women to make this decision. Dove's video shows a surprising number of women entering through the “Average” door. It also depicts friends walking through the “Beautiful” door together and a mom pulling her teen daughter towards the “Beautiful” door. The video, and accompanying survey of 6,400 women about how they perceive beauty in themselves, received national media coverage from 
Fortune to Time magazine and sparked a conversation about what beauty means.

When done well, CSR campaigns like Dove’s can result in earned media, goodwill and even a measurable increase in sales. But, given all of the noise your brand is competing with, how can you set up your campaigns and partnerships for success? Here are five tips to help you create a successful, and highly-effective, CSR campaign. 
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