- link Copy Url - [ Share on twitter ](https://twitter.com/intent/tweet?text=Pillar #5 of the 6 Pillars of Effective Cause Marketing https://www.3blmedia.com/markdownify/node/26592?absolute=1&via=3blnews "link to 3 B L Media's Twitter") - [ Share on linkedin ](https://www.linkedin.com/shareArticle?mini=true&url=https://www.3blmedia.com/markdownify/node/26592?absolute=1 "link to 3 B L Media's Linkedin") - [ Share on facebook ](https://www.facebook.com/sharer/sharer.php?u=https://www.3blmedia.com/markdownify/node/26592?absolute=1 "link to 3 B L Media's Facebook") - [ email Share via email ](mailto:?subject=Pillar #5 of the 6 Pillars of Effective Cause Marketing&body=ESG News from Incite https://www.3blmedia.com/markdownify/node/26592?absolute=1 "Share via email") [Events, Media & Communications](/CSR-News/events-media-communications) # Pillar #5 of the 6 Pillars of Effective Cause Marketing ##### The fifth in a series of six posts discussing effective cause marketing principals Apr 17, 2012 11:00 AM ET Campaign: [6 Pillars of Effective Cause Marketing](/node/26283) [Download The 6 Pillars of Effective Cause Marketing for insights into successfu…](http://bit.ly/A1mBeR) **Pillar #5 - Reach People Where They Are** Installing a marketing campaign that leverages a complete media mix is inefficient and will be unsuccessful if, for example, your target audience is most frequently accessing information via social media or video games. Take the time to discover when and how your target audiences like to receive information. Share your cause marketing message through mediums or portals that will directly engage your consumers. Take your cause marketing message and campaign to your audience via grassroots engagement (on college campuses, at concerts, in malls, in nursing homes, etc.). Traditional media can still be a vital component of any cause marketer’s strategy if the research you have done supports the mediums you choose to leverage. But, why waste your money on newspaper advertising if your target audience is not reading it? We will take some liberties here and profile one of our recent campaigns developed for MTV’s “Get Yourself Tested” (GYT) effort to demonstrate this concept of reaching your target audience naturally and directly. **PILLAR 5 SHOWDOWN - MTV’s “Get Yourself Tested” campaign vs. Mandarin Oriental Hotel Group’s “Celebrity Fan”** **MTV's "Get Yourself Tested" campaign - Cause Marketing Concept: The “Get Yourself Tested” initiative is a joint effort led by MTV and the Kaiser Family Foundation. The campaign leverages music, culture and celebrity spokespeople to encourage young people to know their sexual health status and get tested for sexually transmitted diseases.** THE SCORECARD: GYT partners like MTV and the Kaiser Family Foundation go to great lengths to meet their target audience, young people, in their natural environments. They have developed a robust online marketing platform at www.itsyoursexlife.com that houses relevant information, a digital discussion tool, and an online Testing Locator. The GYT campaign also leverages social media resources and has purposeful presence on-site at large events. Incite created a strategic campaign for the GYT message during the summer of 2011 that included partnerships with local media brands and prominent on-site concert presence in target cities. GYT’s on-site activations at Q101’s “Jamboree” rock concert in Chicago, at HOT 97’s “Summer Jam” hip hop concert in New York, and at Power 106’s “Powerhouse” hip hop concert in Los Angeles created an opportunity for GYT to interact one-to-one with over 92,000 people. In addition, GYT street team members handed out 8,300 GYT co-branded condoms and engaged attendees who filled out over 4,000 GYT surveys. In Chicago, Incite also executed a “GYT College Campus Tour,” testing over 560 young people for HIV at six college campuses in exchange for tickets to Jamboree. Our GYT efforts in Chicago, New York City and Los Angeles were effective because the execution elements were all designed to meet young people naturally and directly in the environments and locations where they were already located. **Mandarin Oriental Hotel Group’s “Celebrity Fan” – Cause Marketing Concept: The Mandarin Oriental Hotel Group features a small cadre of celebrities in a print campaign to promote seventeen of their properties. Each celebrity that appears in an advertisement chooses a charity to receive $10,000.** THE SCORE CARD: When we suggest the concept of reaching people where they are, we are talking about reaching the consumers that will drive donations or impact sales to benefit a company’s chosen cause. We are also talking about naturally reaching target audiences in environments where they are comfortable and receptive to cause marketing messages. A successful cause marketing campaign provides the target audience with a direct opportunity to take the desired action – make a donation, purchase a product associated with the campaign, volunteer, etc. The biggest problem with the Mandarin Oriental Hotel Group’s campaign is there is no way for their consumers to get involved and drive further donations to the beneficiaries. Worse yet, the print campaigns do not list what the celebrity’s charity of choice is – it is only listed on their website. While we understand that the Mandarin Oriental Hotel Group is trying to position their properties as exclusive and glamorous, the campaign does not translate to meaningful amounts of charitable donations to any one cause. Rather, in our opinion, the campaign comes off as elitist – flaunting extravagance and excess with a mere pittance benefiting the causes the celebrities choose. At the very least, a percentage of sales up to a predetermined amount would better position this campaign to succeed and would give consumers an opportunity to participate in the brand’s cause marketing effort. [![](/sites/default/files/Clients/Screen%20Shot%202012-03-15%20at%203.30.12%20PM.png)](/profiles/incite) ### More from Incite ###### [Polycom, KGSR, and Make-A-Wish Partner to Make Wishes Come True at SXSW®](/news/polycom-kgsr-and-make-wish-partner-make-wishes-come-true-sxswr) Mar 13, 2013 12:00 PM ET ###### [Watts Healthcare Corporation Awarded $150,000 Grant, Social Media for Social Good Campaign](/news/watts-healthcare-corporation-awarded-150000-grant-social-media-social-good-campaign) Feb 12, 2013 11:00 AM ET ###### [The Six Pillars of Effective Cause Marketing](/news/six-pillars-effective-cause-marketing) Jan 15, 2013 11:30 AM ET ###### [KSHE 95 Blood Drive Passes 135,000 Units of Blood Milestone, Helps Save Thousands of Lives ](/news/kshe-95-blood-drive-passes-135000-units-blood-milestone-helps-save-thousands-lives) Dec 17, 2012 3:00 PM ET ###### [Round Rock's Stony Point High School Named National Champion in 2012 Get Schooled Attendance Challenge with a 5.06% Attendance Gain](/news/round-rocks-stony-point-high-school-named-national-champion-2012-get-schooled-attendance) Dec 17, 2012 11:00 AM ET ###### [Best Practice #5 for Health Departments' Social Media Strategy: Be Authentic](/news/best-practice-5-health-departments-social-media-strategy-be-authentic) Oct 26, 2012 12:00 PM ET ###### [Best Practice #4: Maintain a Consistent Voice](/news/best-practice-4-maintain-consistent-voice) Oct 25, 2012 12:00 PM ET ###### [Best Practice #3: Define Your Digital Goals](/news/best-practice-3-define-your-digital-goals) Oct 24, 2012 12:00 PM ET