Brands with a Cause

Many brands use charities as one way to attract media attention. Not that it is the sole purpose of the activities I’m sure. Big Brands such as Cartier, Gucci, and Oprah Winfrey know they have to find the newsworthy aspect or unique selling proposition of their company’s story and try to attract attention to that. One example in 2002 Oprah announced her plan to build The Oprah Winfrey Leadership Academy Foundation for Girls in South Africa after an inspiring conversation with Nelson Mandela. She was very hands on with the construction (which was another good news angle) that consisted of 28 buildings including a theater, library, dining hall, classrooms and dormitories. Oprah Winfrey is one example of a celebrity that is very aware of the power of media. She proved that again by embracing YouTube when last year she announced her own Oprah’s Channel.

On the other hand, Cartier and Gucci decided to work together with UNICEF. Cartier is continuing its program this year after the success of sales of its LOVE Charity bracelet that featured 18K white gold mini LOVE bracelet on a silk cord. The result was a donation of more than $1.2million to global charities in 2007.

Gucci has entered its 3rd year in 2007 of aiding children directly affected by HIV/Aids. The designers at Gucci released a special accessory collection and and an exclusive version of the popular Indy bag which will be available to buy throughout 2008. However, Gucci's humanitarian effort did not go smoothly as an article in The Observer questioned the fashion giant's motives.