More and more brands are developing strategies involving charity link-ups as well as celebrity endorsements - and one wonders if this is because corporate altruism has hit an all time high, OR if finally we’ve reached a point where supporting a charity guarantees better media coverage. From tailors linking to support male cancer to a giant egg hunt around London to save elephants in Africa, it seems no brand is exempt.
And how do these corporate entities decide their chosen charity? I may be sceptical, but unless there’s a mystery link I’m unaware of, it seems that most brands are choosing them based on pre-existing celebrity endorsers that will be great spokespeople attracting the right media attention. Having said this, as much as I think brands should sell their own USPs to gain the media’s support, one cannot be judgemental on raising funds for people, countries or animals in need; at a time when the corporate world is under scrutiny for all the wrong reasons, surely this is one of the few things that can be seen in a positive light.