Kenneth Cole Embraces Digital Activism to Amplify Social Impact Commitments
Fashion brands have been jumping on the cause marketing bandwagon, exchanging “likes” or “pins” for dollars donated and enlisting celebrities to be a mouthpiece for a cause – a movement we noted in our 2013 trends wrap up. Now, an organization with a long history of supporting social issues is looking to get consumers even more engaged in social efforts, enlisting some new partners to take the social good message even further and turn consumers into digital advocates.
This fall, Kenneth Cole is amplifying its more than 30-year commitment to social issues through a new campaign called “Look Good, For Good*.” Reinforcing the company’s three social impact pillars of Collective Health, Civil Liberties and Artistic Activism, Kenneth Cole is partnering with TakePart.com (the digital content and activism arm of Participant Media) to bring its beneficiary stories to life. The fashion brand is enlisting the help of photographers and TakePart.com to highlight the stories of three nonprofit partners, the St. Luke Foundation for Haiti, HELP USA and the Sundance Institute, through compelling images and editorial pieces to show the impact of the brand’s longstanding commitments.