Hear from The Humane Society and Rokkan about how agencies and non-profits can work together to shake up conventional social good marketing. And, how, through the power of story, they created an anti-puppy mill concept that even Toast (The Fat Jewish’s rescue dog) approved. View More

From Good Works to Great Work: How Cause Marketing Can Compete on the Brand Stage

Without a product or service to express core values to their consumers, cause marketers are the “underdogs” in the marketplace of ideas.

How do you bring awareness to a cause like saving puppies without turning to cliché shock tactics or guilt-inducing :30s? How can you make an animal welfare issue breakthrough when you’re up against brands with million-dollar campaigns all vying for the same split second of consumers’ time?

Hear from The Humane Society and Rokkan about how agencies and non-profits can work together to shake up conventional social good marketing. And, how, through the power of story, they created an anti-puppy mill concept that even Toast (The Fat Jewish’s rescue dog) approved. View Less