This article discusses a new approach to advertising that appears to advance the profitability of the company.

Getting Started

Appropriate Subject Area(s):

Entrepreneurship, marketing, advertising

Key Questions to Explore:

  • What is the impact when an organization embodies a social purpose in its promotions?

Materials needed:

Copies of the article

Study and Discussion Activity

Introduction to lesson and task:

Students will explore the impact of corporate social responsibility on consumerism.

  • Action (lesson plan and task):
  • Discuss: what is social responsibility?
  • Ask students what value is there for a company to connect their promotional activities with social issues.
  • Distribute the article for reading.
  • Organize students into groups of four or so. In their groups have students discuss:
    • How the “No baby unhugged” campaign is aligned with principles of successful promotion
    • Ask them why the campaign was awarded the Grand Prix at the Cassie Awards.
    • Why do they think the overall sales increased so significantly?
  • Have students share the highlights of their discussion with the class.

Consolidation of Learning:

  • Have students prepare a diagram outlining the benefits of the campaign to the company, the hospital partners, the babies and the families.
Success and Additional Learning

Success Criteria:

  • Students understand the impact of promoting with social purpose to all stakeholders.

Confirming Activity:

  • Have students identify other companies that utilize social purpose marketing and examine the reasons behind it.