Corporate Partnerships’ Best Practice Sharing
Case Study Overview
Johnson & Johnson is
one of Save the
Children’s longest
standing corporate
supporters. We have
forged an outstanding
partnership that
reaches out to serve
children around the
world—whether Save
the Children is
responding to
emergencies by
delivering life-saving
relief, or bringing
development programs
to children in over 120
countries, Johnson &
Johnson has been by
our side.
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Program Support
During the past three years, Johnson & Johnson has funded the following
programs on a global scale:
•Africa: A five-year commitment to support Save the Children’s Helping Babies
Breathe newborn resuscitation programs in Malawi and Uganda.
•China: Funding for education and health programs for families impacted by the
2008 earthquake in Sichuan, China.
•Haiti: Emergency response funding following the devastating 2010 earthquake.
•Philippines: Contributions toward disaster preparedness, school health and
IKEA Foundation
nutrition, and maternal and newborn health programs.
•UK: Support of Save the Children’s Eat, Sleep, Learn, Play! programs targeting
families in the UK living in poverty.
Celebrities & Media
Save the Children is the featured nonprofit
partner of the 2012 JOHNSON’S® Baby CARES
campaign to help provide each child with a happy
and healthy start. Hilary Duff is the campaign’s
celebrity mom ambassador and has promoted
the campaign on The Ellen Show, Entertainment
Tonight and The Insider. Since launching in April
2012, the campaign has received over 3.44
million impressions.
Hilary Duff, celebrity mom promoting the
JOHNSON’S® Baby CARES campaign,
for which Save the Children is the featured nonprofit.
Case Study Overview
Gift-In-Kind
In 2012, the JOHNSON’S® Baby brand donated
5,000 baby care kits to Save the Children. These
kits, containing JOHNSON’S® Baby items such
as shampoo, lotion and diaper cream, will be
stored at Save the Children’s Miami, Florida
warehouse and will be distributed to families
during international or domestic emergencies.
IKEA Foundation
JOHNSON’S® Baby made a gift-in-kind donation of baby kits.
Cause Related Marketing
In April 2012, JOHNSON’S® Baby ran a
freestanding insert (FSI) reaching over 40 million
U.S. households. The insert featured a coupon
for JOHNSON’S® Baby products. When
consumers redeemed the coupon, a $0.25
donation was made to Save the Children, up to
$100,000.
This JOHNSON’S® Baby coupon reached 40 million U.S. households;
when redeemed, a donation was made to Save the Children.
Page 2
Case Study Overview
Vertical Engagement
A true
partnership
Mid 1990’s –
Addressing
child labor in
the supply
chain by
working with
Save the
Children to
develop its child
labor code of
conduct, "The
IKEA Way on
Preventing
Child Labor,"
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Senior Engagement
• Mikael Ohlsson, IKEA’s CEO
• Pernille Lopez-Spiers, Head of Global HR
IKEA Foundation
• Funding for child protection, education,
emergencies
IKEA Stores
• Annual CRM campaign in over 20 countries
IKEA Products – in-kind
• GIK in Emergencies
• IKEA co-workers re-do a Save the Children
ECD center in California
Case Study Overview
Two Signature Partners
Globally and Across All Giving Channels and Objectives
• Child Protection
• Education
• Emergencies
Marianne Barner, Head of IKEA Social Initiative,
was one of the speakers
Page 4
Case Study Overview
• Puberty education for girls in
South Africa, Ethiopia and
Nepal, involving upgrades to
latrines and wash facilities
• LLT grants to India
for education,
China for SHN,
and USP for
education and
health
• LLT partnership on
P&G global
employee
engagement
initiative (China)
Page 5
• School health and
nutrition reaching
40,000 children
in 100 schools in Pakistan,
parallel with Safeguard’s ‘100
schools in 100 day campaign’
• Sponsorship support for World
Pneumonia Day in 2009 and
2010
• 5 million+ PuR sachets for
largely emergency
programming in over 7
countries (Asia and Africa)
Case Study Overview
Store Checks
Renovating
• Hosting 15-20 global
employees twice
annually
• Working with migrant
community in
Shanghai (2011) and
Beijing (2012)
• Involving employees
in hands-on school
hygiene and health
programs
• Facilitating business
orientation with store
checks and BOP
presentations
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School Campaigns
Teaching
Communications and Branding
Co-branded
NYT Ad
Digital Promotion allowing
consumers to blow-up a Vicks
balloon and “donate their
breath” up to €2,000 additional
School-based poster
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Advocacy on Capital Hill
(briefing co-hosted by Vicks)
More than 300,000
virtual balloons
were blown up in
just 10 days! Vicks
Spain grew their
sales by doubledigits and increased
share during the
campaign period !
Case Study Overview
In celebration of its 125th anniversary, Bulgari launched a global cause
promotion in 20+ countries to support education programming around the world.
Raising $15M through co-branded jewelry
sale and high-profile events and auctions.
Critical Success Factors:
• Senior management and retail
associate support
2009-2010 ring and pendant
• Strong brand awareness: over 2,000
pages of international editorial press
resulting in tens of millions of media
impressions – strong and consisten
messages
• Entry level price point
Page 8
2010-2011 ring
Public Relations
Vanity Fair
Elle Magazine
Increasing exposure
through high-profile,
widely publicized events.
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Generating awareness
through press coverage
and media placements.
Communications and Branding
Dedicated micro-site on Save the Children
website linking to e-commerce page.
Social media initiative: Enlisted influential fashion, lifestyle
and beauty bloggers to post photos and tweet about the
ring. They also linked to the ring’s e-commerce page.
Leveraging relationships with
celebrities for pro-bono support
in print advertisements.
Page 10
Case Study Overview
T.J. Maxx’s annual Back-to-School advertising campaign highlights our longterm partnership and includes a four-week, ‘give-a-dollar’ at-register promotion
and co-branded licensed reusable shopping bags to support our U.S. Programs
– early learning, literacy and physical activity and nutrition.
Campaign marketing
materials include co-branded
in-store signage, direct mail
and email blasts.
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Direct Mail
In-store At-register Signage
In-store Bag Signage
Communications and Branding
Interactive Facebook promotion
Email Communication
Auction of celebrity autographed cobranded reusable bags at the Teen
Choice Awards.
Page 12
Case Study Overview
Shared Values - Sustainable Business Practice
Feed Families
Feed Crops
Global Coverage +
Local Alignment
• $3 MM across 5 countries
• Coffee growing regions
• Coffee co-ops
Page 13
One Signature Theme Across All Locations =
Ability to Tell a Story
Case Study Overview
Additional Benefits of the “One Theme” Approach
Greater Appeal x Public
- Private Partnerships
Leveraged funds to bring
Health components to Green
Mountain-funded projects
Page 14
Establishes Expertise
Provides a Platform
Awards - Recognitions
Present to Peer Companies
NGO Best Practice Sharing
Allows Room for
Customization
Case Study Overview
The Toys“R”Us Children’s Fund has supported 9 different domestic and
international emergencies since 2005.
Emergency support in 2011
Domestic
International
Page 15
Donated $200K to support relief and
rebuilding efforts in the Southeast
United States following widespread
destruction from severe storms and
tornados.
Donated $1M to provide relief to
children and families affected by the
disasters in Japan.
Largest domestic
emergency partner
Also donated urgently
needed baby products.
CRM Bundled in Hope Campaign
Awareness/fundraising to help babies and young children in need;
benefiting our mission and Early Childhood Development Programs in the U.S.
Implementation:
•
Channels: At-register, celebrity blanket auction, baby
registry
•
Timing: 8-week campaign launched on Mother’s Day
•
Fully integrated marketing: Paid advertising (TV and
satellite radio tours), interactive micro-site, Facebook and
Twitter campaigns, roto placement, free blanket distribution
in needy areas
Campaign Highlights:
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•
Wide publicity and visibility for Toys”R”Us and SC
•
Multiple media hits including TV, radio, and blogs
•
Excitement, buzz and pick up around celebrity auction
•
Almost $2MM raised to help babies and young children in
need in the U.S. in 2009 and 2010
Case Study Overview
Under-nutrition / Hunger
Over-nutrition / Healthy Lifestyles
Indonesia and Philippines (2009-2012)
Italy (2011-2013)
FRESH $3 million signature partnership is reaching
180,000 children and parents to increase access to
community-based nutrition and health services and
support interactive food demos to teach families the
skills to make healthy, affordable choices.
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Ready, Steady Go $2 million signature
partnership, is targeting children, parents,
teachers and educators, directly reaching
66,440 people, half are children,
ages 6-12 in 10 cities throughout Italy.
Non-Program Relationship Elements
• Employee Engagement
− Delicious Difference Week
− Quarterly site visits
− Emergency response
General Manager of Kraft Indonesia
providing thumbprint to our Every One campaign
• Co-Branding
− Launch events
− Materials: posters and banners
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• Communications and Press
− Interaction and CSR Asia Awards
− Global and local press coverage
Case Study Overview
We Can Be Heroes is a giving campaign designed to raise awareness and funds for the drought and famine in the Horn of Africa.
Using the iconic Justice League characters from
DC Entertainment — Superman, Batman, Wonder
Woman, Green Lantern, The Flash, Aquaman and
Cyborg — We Can Be Heroes aims to raise
substantial funds for three humanitarian aid
organizations working in Africa: Save the Children,
Mercy Corps, and International Rescue Committee.
DC Entertainment will make an initial donation of
$2 million in support of this Campaign.
In times of crisis, we are stronger together. You
can become a force for good.
Page 19
Dollo Ado, Ethiopia. October 2011 A small boy looking for
shelter as a large dust storm sweeps thru the "Hilaweyn"
refugee camp. The drought in the horn of Africa is affecting
millions of people in Ethiopia.
Next Steps
Working together to create real and
lasting change in the lives of children,
mothers and families in need.