A Clean Start in 2010
In the words of Queen Latifah, “let’s start 2010 by giving, not taking.” I had the honor of hearing these words directly from her last week at the COVERGIRL Clean Makeup for Clean Water Campaign press launch. COVERGIRL launched this effort as a partnership between the iconic Clean makeup line and the non-profit organization Children’s Safe Drinking Water (CSDW), at a press conference in LA with long-time spokesmodel Queen Latifah and the newest CoverGirl Dania Ramirez. Both Queen and Dania are faces of the Clean makeup advertising campaign and Dania is the ambassador for this new cause initiative.
The mission of Children’s Safe Drinking Water is to address the need for clean drinking water around the world. Thanks to COVERGIRL’s involvement, 70,000 children will have purified, clean drinking water for an entire year! What a way to kick off 2010. The launch event in LA was filled with emotion and excitement. Both CoverGirls gave remarks to a packed press room about their personal experience with helping those in need and their eagerness to be part of the Clean Makeup for Clean Water Campaign.
Cause marketing has definitely been pushed to the forefront of business plans for many brands, especially in today’s economy where giving back to those in need is important to consumers and brands alike. It has been such a rewarding experience to be part of the planning and execution of this campaign and see the results come to life.
From logistics to media attendance, it was amazing to see what teamwork can accomplish and the benefits of working together at MMC. Our pitching of the launch helped generate awareness for an outstanding cause (CSDW) that is truly making a difference in the lives of children, as well as the COVERGIRL brand that is committed to this great initiative.
To date, our coverage results have been outstanding. Utilizing traditional and social media we’ve been able to secure coverage on broadcast, print and online—including buzz on twitter! Even Dania herself tweeted about the Campaign and spread the news to her celebrity friends and fan followers:
@daniajramirez : @iamkelis Back at work is right darling!!! check out my covergirl clean water conference vid. http://bit.ly/4EerxQ xox
@ZacharyQuinto: heroes fans: check out @daniajramirez (just joined twitter) & her covergirl clean makeup clean water campaign
It has been so inspiring to be part of this with COVERGIRL and I look forward to seeing the results of the Campaign throughout the year.
