CSR stands for Corporate Social Responsibility and is defined by the European Commission as:
‘A concept whereby companies decide voluntarily to contribute to a better society and a cleaner environment. A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis.’
In a nut shell its companies doing something good for society like supporting a charity and this November has seen much more visual marketing campaigns for Movember, a charity which encourages men to grow a moustache during November to raise funds for men’s health charities.
HP sauce is the one that personally springs to mind – particularly after their little stunt I saw when walking past Big Ben last Wednesday night –
Turns out it isn’t just this stunt HP (stands for Houses of Paliament – hence Big Ben link if you didnt know) are doing to show their support, they have also created 1 million limited addition bottles with a little mustache on and the slogan ‘Men of Britain Grow your Mo’. With an integrated Facebook campaign encouraging men to upload their mo’s in the chance to win £5000 towards their fund raising they are definitely doing their part for CSR this month.
The charity Movember uses partners to raise awareness of the initiative, and to make sure that it can “give something back” to supporters taking part and it seems to be working –More than 100,000 men (able to grow a moustache) had already registered before the 1st November to participate this year and it expects to raise more for Prostate Cancer UK and The Institute of Cancer Research this year than the £22.3m donations it raised in the UK last year.
So this type of CSR helps the charities brand awareness, participation and therefore fund raising and puts the companies partnering with the charities in a positive position in the minds of the consumer – pretty good if you ask me (well as long as it is actually ethical).
Happy Friday Everyone!