The Cycle

Macy’s, Sears Holdings also launch cause initiatives

In this week’s story on the endurance of cause marketing during this rough economic period, PRWeek mentioned Subaru and Starbucks as two corporations that have kicked off, or added to, cause campaigns since the beginning of November.

Here are a few other examples:

  • Macy’s has launched the “Believe” holiday campaign, which benefits the Make-A-Wish Foundation. The effort includes reprints of the infamous “Yes, Virginia, there is a Santa Claus” editorial, the microsite, and in-store letter-writing stations. The department store will give up to $1 for every letter to Santa to the Make-A-Wish Foundation, up to $1 million.
  • Sears Holdings announced this month that it will give $100 in merchandise to each of the more than 30,000 registrants on its “Heroes at Home” Wish Registry, which goes to benefit members of the US Armed Forces.
  • American Eagle Outfitters and Big Brothers/Big Sisters of America teamed up to create a PSA featuring R&B star Nick Cannon. The two organizations filmed the ads, which will appear in American Eagle retail locations in mid-January, in late November.
  •, a search Web site that compiles the results of other search engines, announced November 12 that it would begin donating a portion of revenues from searches to the ASPCA, with a goal of raising $1 million by the end of next year.

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