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NOMINATE a Boston area Black Business for a Spotlight Award

Today, more than ever, the corporate sector is letting consumers know they are becoming socially responsible. Corporate commitment to causes is growing because consumers demand it. In a world where consumers view many products as identical in terms of price, quality and value, an organization that identifies itself with a socially responsible cause differentiates itself from its competition in a valuable, philanthropic manner. The consumer's perception of the company improves, and this is reflected in higher sales. For example, last year, Starbucks Coffee partnered with several non-profit organizations to orchestrate a "book buy," with the goal of obtaining 1 million books for needy children across the United States.

Referred to in the industry as "Cause-Related Marketing", it creates a win-win proposition for the corporation, the charitable organization and the consumer, who contributes to the cause simply by responding to the promotion.

causemedia, inc. is a Newton based advertising agency that specializes in helping companies promote the issues they care about. Established in 1996, causemedia is the "brain child" of veteran media expert and Dorchester native, Donna Latson Gittens. A seasoned and successful corporate broadcasting executive, Gittens has been credited with developing and implementing many notable, nationally syndicated public service campaigns including the United Way's "Success By 6" program for children and "A World of Difference," an initiative to reduce racial, ethnic and religious prejudice sponsored by Fleet Bank and Blue Cross Blue Shield.

Inspired by a passion to work with successful companies and empowered with incredible business insight and foresight, Gittens launched her full-service agency with a directive to market corporate goals and social issues through the media. "causemedia is not your typical advertising agency" explains Donna. "We develop and implement campaigns that promote important social issues and engage diverse, multicultural audiences. We like to think of causemedia as an ad agency with soul."

Possessing a distinct ability to reach and engage minority populations, causemedia holds a unique niche in Boston's renowned and respected communications network. As partner to some of the area's most savvy industry leaders including Jewish Memorial Hospital and Rehabilitation Center, WFD Consulting/American Business Collaboration, and the New England Organ Bank, the agency consistently seeks opportunities to craft "call to action" campaigns that drive positive change, build connections, and enhance image.

"Over the past five years, causemedia has witnessed what we call a "corporate awakening" across the country." We are seeing increasing numbers of companies coming to recognize and appreciate the competitive advantages of conducting and promoting themselves as socially conscious corporations" explains Donna.

Recent and signature examples of causemedia's work include:

The Massachusetts Tobacco Control Program's statewide anti-tobacco campaign for African American and Latina women and girls. An integrated communications program featuring broadcast and print advertising, media relations, and special events, this public engagement campaign was the first such anti-smoking initiative in the state and one of the first in the nation specifically focused on this target audience.

Contracted by Partners HealthCare to help educate and allay public concerns of bioterrorism, causemedia produced a first-of-its-kind consumer guide to bioterrorism. Featuring key facts about anthrax and small pox as well as behavioral dos and don'ts, the user-friendly poster/brochure was produced in seven different languages to reach and speak to Partner's extensive and diverse populations.

Last spring, causemedia worked with WGBH to create and implement a pilot outreach campaign for the station's new "Designated Reader" educational program. The result was a multi-layered, multicultural plan which included: extensive research and focus-testing of Vietnamese, Hispanic, and African American populations residing in Boston neighborhoods; a targeted direct mail campaign; community partnerships with area business leaders and libraries; and billboard, transit, print and radio advertising. This tactical community outreach initiative culminated in a special neighborhood event held at the Codman Square Library.

Is cause-related marketing destined to become another victim of corporate cutbacks? Donna Gittens doesn't think so. "As an advertising agency dedicated to serving socially conscious corporations, we believe this unique niche of cause-related marketing will only continue to grow as our society maintains a focused attention on pressing community issues such as healthcare, education, and work/life management."

Altruism. Corporate responsibility. Philanthropic image. causemedia is at the forefront of a growing movement helping leading companies discover how good corporate citizenship, combined with effective marketing, means greater corporate success.

For more information, contact causemedia's office in Newton, or visit causemedia on the web at www.causemedia.com

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