2011 CSR Awards: Cause Branding

Winner: Mullen Men’s Wearhouse Attacks ‘Mancession’ with National Suit Drive

Like many organizations, Men’s Wearhouse tightened its belt in 2010’s tough economic climate. With its advertising budget solely allocated to its promotional efforts, there was little budget left to promote its annual National Suit Drive.

Not wanting to give up on its philanthropic effort that provides men’s and women’s suits to unemployed workers, Men’s Wearhouse and agency partner Mullen got creative. Mullen devised a strategy to help its fellow “MAN” (Mancession + Awareness = News). A word-of-mouth campaign was launched in the form of street teams dressed in only boxers, ties, socks and shoes carrying signs that read “Give the Suit Off Your Back.” —Regina D’Alesio

Honorable Mentions:
American Beverage Association – School Beverage Guidelines:
ABA works to replace soda from schools with healthier drinks.

DeVries Public Relations – The Downy Touch of Comfort Program:
DeVries helped Downy launch its first philanthropic effort in the brand’s 50-year history.

Gibbs & Soell and Syngenta AG – Weeding Out Hunger with Halex GT Herbicide: Food drives, a “tour” of nine trade shows and retailer events raised 5 tons of food for the needy.

Jiffy Lube International and Cone Inc. – 2010 Jiffy Lube Maintenance Partners for Life Campaign: For a $3 donation, Jiffy Lube customers received a coupon book with more than $100 in savings and healthy lifestyle tips.

The Walt Disney Company – Disney’s Friends for Change: Project Green: Project Green inspired kids to cut carbon emissions, recycle, save water and protect wildlife habitats.

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