What to Do When Your Cause Program Comes Under Attack (Ad Age GoodWorks)

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What to Do When Your Cause Program Comes Under Attack (Ad Age GoodWorks)

As Red Parent Global Fund Faces Allegations, Cone Offers Steps for Diffusing Consumer Concern
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@ConeLLC shares tips on what to do when your cause brand comes under attack on @adage GoodWorks http://3bl.me/faqpy2

Summary

The Global Fund to Fight AIDS, Malaria and Tuberculosis in Africa is under fire after revealing “grave misuse of funds” in four countries where it operates. What does this mean for the iconic (PRODUCT)RED cause brand that supports it? And what should other cause brands do to maintain consumer trust amid crises? Cone shares its perspective on the Ad Age GoodWorks blog.

Friday, February 4, 2011 - 11:55am

CONTENT: Blog

The Global Fund to Fight AIDS, Malaria and Tuberculosis in Africa is under fire after revealing "grave misuse of funds" in four countries where it operates. The fund released its report last year, but an Associated Press story brought renewed attention to the situation last week, revealing the Global Fund is demanding the recovery of $34 million in grants out of $13 billion.
 
In the U.S., the development fund may be better known as the organization behind the (PRODUCT) RED brand. (RED) is backed by a house of iconic brands, including Starbucks, Apple, Nike and American Express, that have helped generate more than $160 million for the fund through licensing agreements to sell (RED)-branded merchandise. Its notable approach, all-star backing (Bono was a founder) and consumer appeal have made it a poster child for cause branding.
 
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Contact

Sarah Kerkian
Cone
http://www.coneinc.com
Keywords: (PRODUCT) RED | Media & Communications | Cause Branding | Crisis | Global Fund

CONTENT: Blog