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

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

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 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.