Art of Cause Marketing:
How to Use Advertising to Change Personal Behavior and Public Policy
By Richard Earle
McGraw-Hill, 2000, 322 pp., ISBN 0-07-138702-1
Reviewed by Lynn Fenske
Public service announcements are the property of the non-profit sector.
Is your organization capitalizing on their power? Are they included in
your arsenal of public education, fundraising and volunteer recruitment
tools? If not, you need to read this book.
Its author, Richard Earle, knows how to craft a powerful public service
campaign. He created the Keep America Beautiful "Crying Indian"
series for which he won an award. He kept Johnson & Johnson from the
brink of ruin as creative director during the Tylenol tampering crisis.
Thankfully he's made his vast knowledge and experience readily available
in an easy to read, inspiring "hey, I can do that" guidebook.
Earle's writing is succinct. He explains how to pitch, plan and execute
a cause related advertising campaign in just over 300 pages, complete
with television storyboards, radio scripts and case studies to illustrate
cause marketing in action. Earle also includes his top ten list of the
best cause marketing campaigns and why (in his estimation) they worked.
I encourage you to study and learn from Earle's examples of some of the
advertising industry's brightest and most creative efforts. Albeit American
in content and context, the principles of targeting audiences, conducting
research, writing advertising copy to suit different media, testing and
measuring effectiveness are universal in application. Earle's assessment
of the media includes the traditional (print, radio and television) as
well as alternatives - direct mail, the Internet and public relations,
or as Earle calls it, earned media.
In his conclusion, Earle makes a poignant observation. If advertising
is the most fun you can have with your clothes on (as someone once remarked),
then cause marketing is the most fun you can have with your brain on.
His final advice - go on! Make a difference!