When a celebrity wins an Oscar, there is no explanation why they won over the other nominees. Not for my awards…
While all were great campaigns, Patagonia’s campaign was authentic, meaningful and impactful. Patagonia is one of only 450 B Corporations- a new kind of company that uses the power of business to solve social and environmental problems. This designation comes with meeting comprehensive social, environmental and accountability standards.
Why the others lost
Coke recalled the white cans before the campaign end-date because of consumer complaints over taste and confusion to their Diet Coke. Despite being worried it would be the next New Coke PR disaster, the recall shows a lack of commitment to the cause and more of a concern for their reputation. Unilever owns Dove and the Dove campaign was great, and I love the emphasis on self-esteem and “Real Beauty”. However, Unilever also owns the Axe brand whose commercials usually hyper-sexualizes women. We had this debate a few years ago in my Rotman Marketing class and I can’t seem to reconcile the two and therefore gave it lower marks. The Levi’s campaign wasn’t transparent in their donation to Water.org rather its goal was engagement on their Facebook page which to me seems more of a personal goal for Levi’s rather than a charitable one.
Virgin’s Low Carbon aviation goal will not only benefit Virgin, but could be a game-changing industry standard for the aviation sector in sustainability. The decision to experiment in this sector demonstrates true leadership and vision. The benefits include an estimate 50% reduction in CO2 emissions compared to traditional fuels in addition to others.
Why the others lost
While all the other CSR goals were great, what I liked most about Virgin’s was the fit from the CSR goal to the business it does. While I commend Target, Walmart and Starbucks for their goals, I find the fit less compelling. Coffee and jobs? Target and Fish? Walmart and health?
I was very impressed with all the nominees and it was a tough choice among the men… but the reason Clooney takes home the Goodie is because not only does he donate, he advocates. While all the nominees donate their time and talent to these causes, Clooney seems to go above and beyond with advocating and lobbying for his cause. And the cause is not personal, he says “Celebrity can help focus news media where they have abdicated their responsibility. We can’t make policy, but we can ‘encourage’ politicians more than ever before.”
A close 2nd was Brad Jolie Pitt whose involvement in multiple causes is amazing. Like Clooney, he has advocated for his causes, just not to the same extent.
Do you agree with my choices?