Branding for Good: Issue 45

10 Jun 2016|Leslie Pascaud

This month we have chosen to focus on the amazing innovations that are taking place in and around the humanitarian sector. We’ve also thrown in some exciting initiatives from brands like Colgate and Cheerios that attack sustainability issues in a fresh new way. Enjoy… and please share any thoughts or ideas.

If you’d like to get in touch with us, please email brandingforgood@added-value.com

Extreme Innovation Meets Behavioral Economics
If the best innovation is designed to meet real needs, nowhere are the opportunities more pressing than in humanitarian aid. Contrary to what one might imagine, there is a wave of invention emerging from this ‘sector’ in virtually every domain- from food to shelter to sanitation, education to health and finance. Humanitarian aid represents a $25 billion business and the type and amplitude of innovation has implications well beyond philanthropy. Click here to read more…

Social Good Innovations
From 3D printed water pipes to an app that helps deliver a baby, click here to discover five intriguing social good innovations…

Purpose Driven Brands
MasterCard transforms aid distribution
MasterCard is changing the way people receive aid. Instead of the usual paper vouchers, the MasterCard Aid Network provides chip enabled card (similar to a debit card) that is pre-loaded with a list of physical goods such as food or medicine. Merchants are also supplied with a pin enabled terminal to process the transactions. This system is a great first step towards financial inclusion for beneficiaries by giving them vital experience and education on electronic payment tools. Click here to read more…

IKEA’s flat pack housing solution
The IKEA Foundation has created ready-to-assemble refugee shelters for the United Nations. The flat pack shelters include state-of-the-art technology to help give refugees a more stable and comfortable existence. They are equipped with a lockable door, solar panels and a USB outlet. The shelters are scalable and the UN Refugee agency signed an agreement for 30,000 shelters in 2015. A great example of a brand applying its technology and innovation to help people in need. Click here to read more…

Cheerios mascot used to incite action
Fans of Cheerios in Canada may have noticed the disappearance of its iconic “Buzz” bee mascot from the covers of cereal boxes this month. The brand launched a campaign to highlight the problem of unstable bee populations. Emma Eriksson, director of Marketing for General Mills Canada said “With ongoing losses in bee populations being reported across Canada, we wanted to leverage our packaging to draw attention to this important cause”. Their call to action is to help plant 35 million wildflowers—one for every person in Canada. Click here for more…

Skincare for disaster victims
Unilever has teamed up with Direct Relief to donate 1 million jars of Vaseline worldwide to disaster victims. The brand discovered that relief organizations were already using petroleum jelly in first aid kits to help skin in dry conditions, so they wanted to do more to help. Vaseline also drummed up support from consumers by inviting them to supplement donations by contributing additional items (bandages, soap, gauze, etc.) to virtual relief kits using an interactive drag and drop mechanism. Click here for more…

Colgate uses Superbowl spot to promote water savings
Colgate launched a campaign that invites people to pledge to turn off the faucet when brushing your teeth in order to save up to 8 gallons of water. Their easy to use website clearly articulates the issue and invites you to pledge publicly and then post to your social channels to encourage others to do the same. So far, 29,153 people have spread the word, which they claim is saving 233,224 gallons of water every day. Click here to discover more…

Written by Leslie Pascaud, Executive Vice President Purpose Branding and Sustainable Innovation.

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