The lifestyle apparel brand "Love Your Melon" has recently partnered with Clear Channel Outdoor to promote a donation which has proceeds going toward supporting pediatric cancer. This philanthropic idea takes billboards, and recycles them into products. This campaign made thirty billboards in cities across the country, saying "Buy Beanies Fight Cancer" and "Turning Billboards into Products."
This campaign was not only a good way to give to a cause as a company but also allowed them to make a larger profit from the idea, and use their advertising for more than just advertising. LYM and CCO paid for and put these billboards up across the country, let them build recognition and be seen by consumers, and then took them down at the beginning of September. After using this advertising device, they continued to benefit from these billboards by turning them into items of clothing, to be sold on their website. They then made a profit on these items sold, and donated 50% of their profits to fight and support pediatric cancer.
I think this is a great idea, in that it uses advertisement in many ways. It supports a philanthropic cause in the end, helps them gain recognition for their fight against cancer and for their products, and allows them to use these billboards for both advertisement, and product material. Love Your Melon used a special way to create their totes, backpacks, and beanies, engaged in a unique form of sustainability, and helped make an impact on top of it all, and it is very exciting seeing companies around the world finding clever ways to make the absolute most out of promoting and selling a product.
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