It’s been 13 months since a tsunami struck countries along the Indian Ocean. Five months have elapsed since back-to-back hurricanes walloped the Gulf Coast of the U.S. And winter has been scourging the lower mountains of the Himalayas, including the valleys of Pakistan, where an earthquake turned the world upside down last October.
And yet, as dismal a litany of natural distasters and human tragedies as we have for 2005, there are always other, smaller tragedies (is any tragedy “small”?) with us: illiteracy, chronic disease, families separated by war. These soft-spoken crises tend to go without headlines or funding—unless a person or company with a hefty dose of clout raises a cry on their behalf.
One of the traits I love most about marketers is their perennial optimism and energy. Give them a problem and they commence to seeking the solution, perhaps several solutions. Equally for many, give them a cause that they can feel passionate about, and they will rally the troops: staff, brand partners, government agencies—whatever it takes. Senior Editor Betsy Spethmann profiles several such companies this month as she reviews work being done in the Gulf Coast region of the U.S. in the wake of Hurricane Katrina (see p. 34). We applaud the many retailers and manufacturers who have stepped up to provide logistic, material and moral support to these communities. We also cheer their priorities. Sure, they understand that the extension of a helping hand can initiate or strengthen a positive reputation in a market. But profits are a secondary concern here.
The same is often true for the companies and brands that align themselves with causes closer to home. Organizations like the Juvenile Diabetes Association, RIF (Reading Is Fundamental), the ASPCA and hundreds of others couldn't survive to do their essential work if it were not for guardian angels who find ways to lend support. As we do every year, PROMO has invited these organizations to raise their collective hands and provide details on events and programs that can be mutually good for potential brand partners. You can now find the data in a chart on our Web site, promomagazine.com, where it will be updated throughout the year. Please download it often.
