Fashion brands have been jumping on the cause marketing bandwagon, exchanging “likes” or “pins” for dollars donated and enlisting celebrities to be a mouthpiece for a cause – a movement we noted in our 2013 trends wrap up. Now, an organization with a long history of supporting social issues is looking to get consumers even more engaged in social efforts, enlisting some new partners to take the social good message even further and turn consumers into digital advocates.
This fall, Kenneth Cole is amplifying its more than 30-year commitment to social issues through a new campaign called “Look Good, For Good*.” Reinforcing the company’s three social impact pillars of Collective Health, Civil Liberties and Artistic Activism, Kenneth Cole is partnering with TakePart.com (the digital content and activism arm of Participant Media) to bring its beneficiary stories to life. The fashion brand is enlisting the help of photographers and TakePart.com to highlight the stories of three nonprofit partners, the St. Luke Foundation for Haiti, HELP USA and the Sundance Institute, through compelling images and editorial pieces to show the impact of the brand’s longstanding commitments. To move beyond simply raising awareness for issues, Kenneth Cole hopes to leverage TakePart.com’s Take Action Platform (TAP), which will allow readers to take a number of actions, including “signing petitions, pledging, donating, sending messages of support and measuring the influence of social sharing.” Participants will also receive incentives for each action taken, such as winning a donation to the cause of their choice or a trip to volunteer in Haiti with Kenneth Cole.
Although many companies are often the target of online petitions from digital activism sites like Change.org, Kenneth Cole is switching the model by working collaboratively with TakePart.com. By providing compelling impact stories and easy calls-to-action, consumers can learn about the brand’s social impact commitments and actively participate in pushing issues even further in a variety of ways. This helps consumers not only understand Kenneth Cole’s longstanding commitment to causes, but also how individual participation fits into the social impact puzzle.