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Prove Your Purpose

Research & Insights  -  Prove Your Purpose Blog

December 9, 2016   Vol. 119, No. 2
WHAT WE'RE TRACKING

Virtual reality (VR) has been all the rage this year – especially when it comes to making causes real for consumers – and many organizations, like TOMS, Charity:Water and the National Autism Society are jumping on the bandwagon. The latest example highlights just how real VR can get – putting consumers in the passenger's seat of an alcohol-related crash, creating a 360° experience of how an individual's decisions can impact so many others.

Humans make more than 30,000 decisions every single day but can brands influence individuals to make the right ones? Now, beer, wine and spirits company, Diageo, is attempting to do just that through a new VR experience called, "Decisions." The VR video takes consumers along the paths of three separate stories that converge in one heart-stopping tragedy – highlighting how one decision can result in a fatal drunk driving crash. The technology puts consumers in the passenger's seat of the car, "reinforcing a bystander's power in preventing tragedy." The goal of "Decisions" is to create a jarring experience that will "help inform responsible decision-making" and "enlist advocacy." The video, meant for individuals ages 21 and up, may come off as alarming or even disturbing, but Diageo intentionally developed the VR program to have this effect. "These days, it's easy for us to be desensitized to certain issues unless we live them out firsthand," said James Thompson, Chief Marketing and Innovation Officer at Diageo North America.

For years, brands have harnessed the power of video to help consumers feel a deeper connection to an issue – and with great success – campaigns like AT&T's "It Can Wait" have sent powerful messages to consumers. Yet, VR takes that experience just one step further, creating a surround-sound, immersive journey that leaves a lasting impression on consumers. As brands seek to not only inform, but change consumers' behaviors, VR will become an even more powerful tool for CSR and marketing communications.


SOCIAL IMPACT

Uber supports Brazilian health awareness campaign (Springwise)
In Brazil, parents travelling using Uber to vaccinate their children received a discount on their trip.

Celebrities, regular folks—and marketers—put spotlight on #WorldAIDSDay (Ragan’s PR Daily)
The adage “leave the past behind” took on special meaning during this year’s observance of #WorldAIDSDay.

CEOs Say Foundations Can Make a Difference, Report Finds (Philanthropy News Digest)
While two-thirds of foundation CEOs believe that foundations can make a significant difference in society, most do not see foundations taking full advantage of their opportunities to do so, a report from the Center for Effective Philanthropy finds.

With Cause Efforts, Macy's, Target*, Kroger Hope To Amplify Santa's Swagger (Marketing Daily)
It’s no secret that consumers feel intensely charitable throughout December, or that retailers often provide some of the most visible outlets for their seasonal sweetness.

These 7 People Just Won $1.1 Million for Being Kind (Fast Co.Exist)
Kind Bar just gave out gifts to people working to make their communities better, from showers for the homeless to getting water to Detroit.

How a Community-Based Strategy Helped Kirin Create Shared Value (Sustainable Brands)
When Japanese brewer Kirin launched its Creating Shared Value (CSV) Division in 2013, the link between competitive advantage and Corporate Social Responsibility (CSR) was a relatively new concept, and Kirin was the first corporation in Japan to institute CSV management.

SUSTAINABLE BUSINESS PRACTICES

Shell to Link Executive Bonuses to Emissions Targets, CEO Says (Environmental Leader)
Shell plans to link executive bonuses to greenhouse gas emissions and take other actions to reduce its carbon footprint.

Smithfield Sets Plan to Cut Carbon Emissions by a Quarter (The Wall Street Journal**)
Pork giant Smithfield Foods Inc. plans to cut a quarter of its carbon emissions over eight years, a voluntary move the company hopes will trim costs and burnish its brand.

The power of climate-competent boards (GreenBiz)
The Paris Agreement has entered into force, and at COP22, the so-called "implementation COP," the focus rightly has been on quickly turning that vision into concrete action.

Thread is Using Recycling from Haiti to Eliminate New Plastic from Your Clothes (Fast Co.Exist)
In 2010, Ian Rosenberger traveled to Haiti looking to help people after the earthquake. And help he did.

Google Says It will Run Entirely on Renewable Energy in 2017 (The New York Times **)
Last year, Google consumed as much energy as the city of San Francisco. Next year, it said, all of that energy will come from wind farms and solar panels.

NONPROFIT MARKETING

4 Reasons Nonprofits Should Pay Attention to Snapchat (Nonprofit Quarterly)
Snapchat has rapidly become one of the most popular social media apps, surpassing Twitter’s daily users in 2016 and coming in third among millennials behind Instagram and Facebook.

New Smithsonian Exhibit Highlights American Giving (The Chronicle of Philanthropy)
Philanthropy has long worked backstage at the Smithsonian Institution, but it stepped into the spotlight Tuesday at the opening of the Giving in America exhibit at the National Museum of American History.

3 Tools to Fuel Fundraising Ambassadors (Getting Attention! Blog)
We all have an incredible fundraising resource right in front of us—our board member, colleague, and loyal volunteer ambassadors. But most of us look right past them, much less make it appealing or easy for them to participate and succeed!

How to Transition From #GivingTuesday to Year-End Fundraising (Network for Good, Nonprofit Marketing Blog)
How was your #GivingTuesday? Hopefully, it was a great experience full of new donors and a needed revenue boost. Now that we’re on the other side of things, it’s time to wrap things up and focus on the year’s BIGGEST giving days: December 30 and 31, also known as #GivingTWODays.

Facebook Processes $6.8 Million in Donations on Giving Tuesday (The Chronicle of Philanthropy)
Facebook said it processed $6.79 million in U.S. charitable donations on Giving Tuesday, a rare sharing of data from the company as it looks to stake a bigger place in the online-fundraising space.

*Cone client
**Subscription may be required



This newsletter represents a brief, weekly update of the most pertinent news articles and trending information collected from major daily papers, trade publications, newsletters and other sources.  Just click on the headline to be taken directly to the full article and source.  (Some require a free or paid subscription.) In order to protect the integrity of each article, we do not edit materials that are reprinted in this newsletter. We hope you enjoy the recap of this content and our insight of the week, but please note that the articles and information contained within this newsletter are intended to be informative and are not necessarily representative of Cone’s point of view.

   

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