Corporate Social Responsibility (CSR) and Cause-Related Marketing have a direct impact on consumers and their brand loyalty. Numerous recent studies agree. PADF selects companies to work with based on their CSR history and their commitment to the region and its people. In turn, PADF separates itself from other non-profit organizations by its focus, adaptability, and unique partnerships.
PA D F I N I T I AT I V E S PA D F I n A c t i o n
4
F r o m Tr a g e d y t o P r o d u c t i v i t y
8
Building Market Share
A Silent Five Million
A Unique Response to Natural Disasters Rebuilding Haiti from the Ground Up
12 14 18
VH1 Project
23
Area Code Project
Corporate Partners
GROWING IN UNITY
9
Bridging the Border
Opportunities in Brazil, Peru
PADF
6
20 24 26 3
PADF In Action A Leader in Hemispheric Social, Economic Development
Ta k e Yo u r I n v e s t m e n t L o c a l , Regional, & International
The Pan American Development Foundation (PADF) is an independent, nonprofit organization that creates innovative public-private partnerships to directly improve the lives of people in Latin America and the Caribbean.
PADF’s innovative private-sector partnerships do more than deliver results through high-quality programs. PADF also works to ensure that your company is fully recognized for its efforts to improve the lives of people in Latin America and the Caribbean.
Created in 1962 through a unique agreement between the Organization of American States (OAS) and the private sector, PADF has worked in every country in the region. “Our missions go hand-in-hand,” says OAS Secretary General José Miguel Insulza. “The OAS works for democracy, justice, peace, and prosperity. PADF improves the lives of those who do not have access to economic and social opportunities and have been left behind in their societies.” PADF engages community-based groups, national, state, and municipal governments, and the private sector in the process of implementing appropriate solutions for sustainable development. PA D F f o c u s e s o n t h r e e ke y a r e a s : • Creating economic opportunities and promoting social investments • Strengthening communities and civil society • Preparing for and responding to natural disasters
The following are a few of the assets that PADF leverages in its external affairs endeavors.
C O M M U N I C ATI O N S PADF’s communications team works closely with your internal and external professionals to map out a strategy to disseminate information about your CSR or cause-related marketing investment. • M E D I A R E L A T I O N S : Cause-related marketing press releases outperform other types of announcements with local media outlets, according to eNR Services. PADF places emphasis on creating an effective media campaign, which may include press conferences, releases, and outreach to media contacts.
• O N L I N E : PADF will post on its website your company’s CSR and cause-related programs, and much more. Depending on the initiative, PADF may create a special micro-site, utilize its Google AdWords, and seek out links to other online locations to build traffic. PADF also reaches out to bloggers with messages about programs, beneficiaries, and corporate sponsors. • V I D E O : This is an important, vibrant communications tool. Seventy-four percent of the U.S. online audience viewed videos in May 2008, according to comScore. PADF uses professionally produced videos to tell its story online, at conferences, and elsewhere. • P H O T O O P P O R T U N I T I E S : Working with your team, PADF can arrange moments when field work can be photographed and those images disseminated to the media, stakeholders, elected officials, and others. • L O C A L , N A T I O N A L , & I N T E R N A T I O N A L : Depending on the strategy, PADF will undertake this work in the United
PADF
States, Latin America, and the Caribbean in English, Spanish, and/or French. • B R A N D I N G : PADF works with your team to find the best ways to connect your brand with the causes it supports in Latin America and the Caribbean.
B U S I N E S S - G O V E R N M E N T R EL AT IO N S PADF will be at the following events, among others, and will use these opportunities to discuss its programs, beneficiaries, and private-sector relationships. • S U M M I T O F T H E A M E R I C A S : The Summit of the Americas brings together the 34 democratically elected leaders of the Western Hemisphere to exchange ideas and opinions on the main political, economic, social, and security challenges facing the hemisphere and to develop strategies and solutions to collectively address these challenges. • O A S G E N E R A L A S S E M B LY : This annual event is the most important gathering of the Organization of American States.
PADF OVERVIEW
• P R I V AT E - S E C T O R F O R U M : The OAS General Secretariat supports the business community’s efforts to contribute ideas and initiatives that pursue the goals of enhanced economic growth, prosperity, and poverty reduction in the hemisphere. • T E S T I M O N Y: PADF often provides testimony before key congressional committees, as well as briefings with professional staff members, about issues of importance. When appropriate, PADF includes mentions of private-sector support for its causes and the companies that support these endeavors. • A A C C L A : PADF has a special relationship with the Association of American Chambers of Commerce in Latin America. AACCLA comprises 23 AmChams representing more than 20,000 companies and more than 80 percent of U.S. investment in the region. In addition to the President of AACCLA holding a voting seat on PADF’s Board of Trustees, PADF works with the non-profit organization on issues of common interest and participates in the Chamber’s events.
5
H o w Ca u s e - R e l a t e d M a r k e t i n g B u i l t M a r k e t S h a r e
In the very competitive, price-sensitive business of international
C H A N G I N G E D U C AT I O N
money transfers and banking services, financial institutions throughout
PADF united Salvadoran community organizations in Los Angeles and
the hemisphere are constantly looking for the best method to connect
Washington, D.C. with the bank’s corporate social responsibility efforts to
with potential clients and maintain their loyalty.
create Manos Unidas por El Salvador (“Joining Hands for El Salvador”).
Banco Agrícola, Central America’s largest financial institution, was
Specific educational projects are identified and vetted among the
working to build its remittance business in the United States. With as
participants. The U.S.-based Salvadoran “hometown associations” raise
many as 70 percent of recently emigrated Salvadorans in the United States
money among their members. For each $1 raised, Banco Agrícola matches
regularly sending money home each year, it was a niche market the bank
it with $2. PADF provides coordination, technical assistance, and outreach
did not want to forfeit to its competitors.
in the United States and El Salvador.
PADF approached Banco Agrícola with a novel method of getting close
“Manos Unidas is having a big impact on the education of young people
to key segments of the more than 1 million Salvadorans residing in the
in El Salvador,” says Joaquin Rivas, Communications Director at Banco
United States while simultaneously building its corporate social
Agrícola. “It is a model for other countries, since it has had a positive
responsibility portfolio.
impact in El Salvador.”
Now in its fourth year, Manos Unidas has generated more than $1 million of investments in education.
7 percent and earnings increased by 8 percent. Plus, the
churches, the bank decided to focus on its core business—
viral marketing has been exceptional.
providing financial services,” says Corrie Drummond,
A total of 56 projects have been completed—including new
“Everywhere I go, I tell people to use Banco Agrícola
Senior Project Manager of PADF’s Transnational Programs.
and renovated schools, laboratories and libraries—that have
because it helps our people,” says the president of
“The bank relied on PADF’s experience with community
b e n e f i t e d m o re t h a n 3 5 , 0 0 0 s t u d e n t s i n ove r 5 0
a Northern Virginia hometown association.
groups and its ability to promote social and economic
communities throughout El Salvador.
Manos Unidas has helped Banco Agrícola to better
development.”
SMA RT INV ESTMEN T
focus its corporate social responsibility efforts.
After a pilot phase that lasted one year, Banco
The unique initiative has also worked well for Banco Agrícola’s business. The bank has built marketing and public relations campaigns around the Manos Unidas program.
Like all multinational companies, it received more requests
Agrícola decided to consolidate its corporate social
for help than it could possibly evaluate and the overall
responsibility endeavors under the Manos Unidas por
impact was limited.
El Salvador program, greatly increasing impact and
In its first year, the bank’s market share increased by
PADF
“Rather than having the bank president sort through
effectiveness.
piles of requests ranging from soccer uniforms to repairing
MANOS UNIDAS CASE STUDY
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M o v i n g C o l o m b i a n R e f u g e e s Fr o m Tr a g e d y To P r o d u c t i v i t y
Colombia’s long-running conflict has created more than 3 million internal refugees, also known as displaced persons, with an additional 1,500 daily being forced to flee for their lives. Drug traffickers, guerillas, paramilitary forces, and others have made Colombia second only to Sudan in terms of internal refugees. It is the largest humanitarian crisis of the Western Hemisphere. Ana Silvia Pérez, a single mother, has faced this tragedy. After 11 years in her home of San José del Guaviare, she was forced to flee with her three children to a city far away where she had no friends, no home, and no job. Despite the odds, she maintained her determination. “Look ahead, never give up, especially for my children, who are my strength,” she says. She sold “churros” out of a rudimentary cart she pushed from market to market. The income was barely enough to feed her family and her situation was precarious. When she sought services, PADF reached out a helping hand. Ana Silvia
received business training and a small grant to establish a real bakery. She now has two full-time employees and business is booming. “PADF’s programs help the affected population immensely,” she reflects. Working through nine field offices, PADF’s largest program in the Americas assists internally displaced persons and refugees. It has helped more than 400,000 persons and created more than 60,000 jobs By 2010, PADF hopes to have reached 1 million people in Colombia.
A Silent Five Million: Afro-Colombians Colombians of African descent (which are about 12 percent of the country’s population) make up more than one-third of the displaced population. They represent 5 million to 10 million of the poorest, most vulnerable people in Colombia. And their story is rarely told. Recognizing this dire need, PADF is one of the largest providers of assistance to Afro-Colombians. Activities focus on tangible results, like teaching business skills to artisans so they can sell their goods in a global market. Other programs focus on providing healthcare, improving schools, and creating jobs.
PADF
COLOMBIA INITIATIVE
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A Partnership That Wins Awa r d s & Custo me r s The YURBACO agricultural cooperative in BolĂvar, Colombia, is a model of selfhelp development. Founded in 2004 with PADF support, the cooperative produces and sells juices, jellies, and similar products. In four years, the cooperative has grown to include five local producer groups supporting 300 individuals and their families. The group specifically reaches out to displaced families to offer a source of income when they arrive in BolĂvar with no job prospects. This innovative arrangement led to the cooperative winning the Colombian Small and Micro Rural Enterprise Award for 2005. W h a t y o u c a n d o : An investment in the management, production, and marketing
capacity of micro and small businesses run by displaced persons. This will improve consumer outreach, increase production, improve cultivation techniques, increase sales, and upgrade processing and production facilities.
R e d u c i n g Cr o s s - B o r d e r Co n f l i c t s Colombia’s long-running conflict has produced substantial movement of people internally but it has also caused thousands to flee to neighboring countries, in particular Ecuador and Panama. With the influx of refugees, already weak services in these countries are stretched even thinner, creating conflict among new and long-time residents. PADF eases these tensions by bolstering basic services like education and health and by creating jobs for refugees. Wh a t yo u c a n d o : Provide the most basic needs for refugees in the Colombian border regions with Ecuador and Panama and help them find work so they can stand on their own feet. Pro je cte d B en ef ic i ar ie s: 5,700 people – 3,990 in Ecuador and 1,710 in Panama; 70 percent are Colombians seeking international protection in Ecuador and Panama and 30 percent are people in the host countries. Partn er s : Th e Org anization of Ameri can State s; Fund ación p ara el Desa rroll o Comunitario (FUNDECO) in Panama; Fundació n Esquel in Ecuador; and local, regional and national governments in the three countries.
PADF
COLOMBIA INITIATIVES
11
A Unique Response to Natural Disasters As hurricanes Gustav, Hanna, and Ike tore through the Caribbean in 2008, PADF’s private-sector partners were prepared to help relieve the suffering of hundreds of thousands of people.
disaster relief arm of the OAS, PADF has been involved in the hemisphere’s biggest relief efforts for decades.
In Haiti, before Hurricane Gustav finished with its flooding and destruction, Chevron was providing bottled water, food, and other urgently needed supplies to the victims. As Chevron and PADF were distributing desperately needed help, many aid organizations were just beginning to issue appeals for corporate and individual support.
To engage corporate partners, PADF created a unique initiative called the Disaster Management Emergency Response Program (DMERP). This program empowers the private sector to respond to natural disasters in the hemisphere by committing support up front.
“As with most natural disasters, the first few days were very important,” says Michelet Fontaine, PADF’s Haiti Director. “The shelters were overflowing with people, communications were limited, and the survivors were desperate. People needed our help right away.” Because Chevron and PADF have a unique partnership, funds were available immediately, which enabled relief workers in Port-au-Prince to purchase supplies and move them to the victims living along the coast. PADF’s role in responding to natural disasters is not new. As the
I N N O V AT I V E P R E P A R E D N E S S
DMERP partners contribute annually to a fund that can be accessed when a natural disaster occurs. These cash contributions can be used to leverage other corporate, individual, and government funds and services as well as in-kind materials such as tents, computers, food, or other donated goods. This stretches corporate dollars and increases the magnitude of response. In addition to Chevron the DMERP includes General Motors, Royal Caribbean Cruise Lines, and other major companies.
Companies operating in the region are invited to become a sponsor of the DMERP. When a natural disaster occurs, member companies are advised of the situation, the type of relief needed, and the estimated cost. A DMERP participant may decide whether or not to respond. In addition to helping the survivors of a natural disaster, DMERP companies get a wide range of benefits, including placement of their brands on the supplies and media outreach. After the clean up, PADF organizes local recognition ceremonies that include company representatives, government officials, beneficiaries, and the media. Partners are recognized on PADF’s website and publications.
PADF
Additionally, PADF recognizes partners at high-level hemispheric events, such as at the OAS General Assembly.
C U S TO M E R S S U P P O R T I T Consumers back businesses that help out during a natural disaster. The Cone Katrina Survey study in the United States found that 88 percent of respondents said they have a “more favorable impression” of a company that supports relief efforts. Ninety-three percent said they are aware of companies supporting relief, the study found.
support relief efforts “because it is the right thing to do.” Nearly 80 percent suggested that companies should donate to non-profit organizations during disaster relief. Companies have found the DMERP to be a good corporate social responsibility strategy. Not only have recipients of the assistance responded well, the program has raised awareness of corporate efforts and generated good will among a company’s audience and government officials.
The independent research company found that 83 percent of people in the United States believe companies should
DMERP
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R e b u i l d i n g H a i t i Fr o m T h e G r o u n d U p The fields around the community of Dubreuil in the South of Haiti were one of the most bountiful agricultural regions in the country. For decades, however, little was done to boost the area’s agricultural production and it could not keep up with demand. A unique initiative is having an impact on production and livelihoods. Called “PRODEP” for “pro-development,” it is a strategy that invests in small farmers and other community-based endeavors by giving them the tools and resources to become more productive. Residents propose an initiative to a committee of their peers. If approved, they are awarded a micro-grant and are responsible for regular reports to the committee. One such recipient is a farmers’ group called People of Dubreuil in Action, which obtained $17,500 to launch an entrepreneurial project in their community. With its micro-grant, People of Dubreuil in Action bought 20 heifers and two oxen. The cows are given to selected small farmers. When they reproduce, each farmer keeps the offspring and returns the cow so it can be assigned to another person.
“A cow is the closest farmers will get to a savings account,” says Louis Ernest Mogène, the group’s coordinator, “This project is directly in the hands of the peasants and gives them the means to earn more.” Lana Constant, a 50-year-old mother of eight is one of the farmers selected to receive the cows. Constant is lucky since she could not have bought the cow on her own. “This is really great for us financially, for my children,” she says. “The cow will multiply and hopefully one day, each will have one.” PRODEP is an example of the innovative, community- driven programs that PADF is successfully implementing in Haiti. Successful projects like these are at work throughout the country. Wh a t y ou c a n do : Partner to generate new employment opportunities from the ground up. The program includes training, technical assistance, and micro-grants. P ro j e c t e d B e n e f i c i a r i e s : 40,000 people in 400 communities
E x p a n d i n g Co m m u n i t y Based Development Haitian farmers with small plots have limited opportunities to grow their businesses, which often remain at a subsistence level. The land and water have been poorly cared for and massive deforestation has ruined the soil. This creates a cycle of poverty and natural disasters.
P l an t i n g Ca c a o To I m p r o v e L i v e s & Save Land PADF will provide farmers with three million cacao trees, teach them how to care for them, demonstrate proper harvesting and processing techniques and sound business practices.
resource that will contribute to reforestation and decrease the likelihood of flooding. Corporate and other contributions will promote the community-driven development practices that improve marketing capacities and help farmers create relationships with chocolate manufacturers. Wh at you ca n do : Contribute to economic opportunities that create sustainable employment. The program includes training, technical assistance, and micro-grants. P roje c ted B e ne fi c iar i es : 12,000 small-holder farmers
Because cacao trees can survive in Haiti’s poor soil, the program creates a renewable
PADF
HAITI INITIATIVES
15
Ending Modern-Day Slavery Fifteen-year-old Benchelo Mervilus is tall, social, and a good student. Though he is now talkative and relaxed, he has come a long way in the past year. When Benchelo was 10 years old, his mother became ill and died. Suddenly he was all alone in the Port-au-Prince slum called Cité Soleil. In addition to being orphaned, Benchelo became a modern-day slave—one of the estimated 400,000 in Haiti. He was sent to various homes in Northern Haiti to work as a “restavèk” or child servant. He did not attend school, was deprived of food, and suffered other abuses.
He ran away and survived on the tough streets of CapHaitiën, where he was frequently beaten by gang members or the municipal workers in charge of getting rid of street children. Fortunately, he found the PADF-supported Foyer Lakou/Lakay Center, which takes in children like Benchelo. Now he attends school, lives in a safe place, and has a bright future.
trained Haitian employees working in seven regional offices, each year PADF has a positive impact on hundreds of thousands of people in urban and rural areas.
It is estimated that up to 80 percent of Haitians live in poverty and as many as 50 percent live in extreme poverty. It is a tragic situation that should not exist today.
PADF uses its network of seven offices in Haiti to create unique programs that improve lives. Its human rights initiative is an example of rescuing people from unthinkable situations (such as modern-day human trafficking), providing safety, and offering them training
For 27 years, PADF has been working to improve the lives of Haitians. With a staff of more than 100 highly
From creating community-driven development projects to managing natural disaster response and recovery, PADF has a proven track record of providing results in the poorest country in the Western Hemisphere.
that will allow them to become productive members of society. Protecting human rights is a u n i q u e c h a n c e fo r a c o r p o ra t e sponsor to fight against the indignities of modern-day slavery and increase opportunities for young people who are the most vulnerable. Dedicated corporations c a n m a ke a b i g d i f f e re n c e i n Haiti, i n a var i e t y o f ways . An i nve s t m e n t i n e a c h o f t h e s e projects means more lives saved, more people being given the tools to help themselves.
PADF
Wh at you ca n do : Corporations have a role to play in protecting human rights in Haiti. By working with PADF, companies can help to save children from modern-day slavery. The program i n c l u d e s h o u s i n g , t ra i n i n g , technical assistance to nong ove r n m e n t o r g a n i z at i o n s , a n d outreach. P roje c ted B e ne fi c iar i es : Assist 1,000 trafficked persons, rescue 175 people, and support 130 non-governmental organizations.
HAITI INITIATIVES
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Bridging the Border Bordering On Economic Oppo rtunit ies & Coo peratio n Germinia Mercedes, a smiling matriarch in her sixties, is proud of her small apiary on the Dominican Republic-Haiti border. A few years ago, she got into the beekeeping business to supplement her family’s income. Although the bees produced honey, Germinia and the other members of the local b e e ke e p e r s ’ c o l l e c t i v e f o u n d i t difficult to expand their business. Then they were invited to participate in PADF’s “Our Border” initiative. The beekeepers’ collective received business training and small
grants to purchase modern equipment. The collective also expanded its network of contacts in the public and private sectors. As the beekeepers on the Dominican side of the border strengthened their businesses, they have been able to reach out to their Haitian counterparts. With PADF’s help, they have planted 30,000 bee-friendly plants in the region to help reforest parts of Haiti that have been completely cleared. “If there are no trees, t h e re i s n o b e e ke e p i n g — n o t h i n g , ” Germinia says.
Bridging The Border Along the border between Haiti and the Dominican Republic, tensions arise from the different languages, cultures, histories, and resource levels of people on both sides. As seen with the beekeepers, certain communities along the border have learned to work together, reduce conflicts, and increase trade as a result of PADF’s efforts. Working with communities on both sides of the border, PADF works to enhance life for both Haitians and Dominicans. Activities are directed to the needs of each area. Along the coast, PADF created a fishermen’s collective to share
PADF
BRIDGING THE BORDER
Dominican and Haitian boats. Further inland, dairy farmers on either side adopted a standard method to brand their c o w s s o h e r d s w o u l d b e identifiable and less vulnerable to cattle theft. Wh a t yo u c a n do : Contribute to economic opportunities along the border. This effort enhances bi-national cooperation and strengthens nongovernment organizations. The program includes training, technical assistance, and microgrants. Proj ec te d B en efi c i ari e s: 10,000 small producers, entrepreneurs, and community members along the Haiti-DR border.
19
Opportunities in Brazil, Peru
The Southern Cone is known as one of the most prosperous macro-regions in Latin America. Nonetheless, there are still myriad needs and social challenges—particularly outside of the popular tourist and commercial areas.
their ability to become full contributors to society.
C r e a t i n g To m o r r o w ’ s Bra zilian Entrepreneurs
Wh at you c a n d o:
Entrepreneurs create 96 percent of all new jobs in Brazil. Unfortunately, Brazilians aged 18 to 24 have the fewest opportunities to become entrepreneurs. To overcome that situation, entrepreneurial “incubators” have been created at high schools and technical colleges in Caxias do Sul, located in the State of Rio Grande do Sul. These centers aim to strengthen competitiveness of young adults and increase their viability in the local and regional job market.
PADF works in these critical areas. Partnering with expert local organizations, PADF supports diverse development initiatives that are also perfect opportunities for privatesector support.
This project will focus on young adults in three communities where the illiteracy rates are as high as 57 percent. The three communities have a combined population of just under 35,000 people. PADF will work with a Brazilian nongovernmental organization to help the target audience achieve basic levels of reading and writing.
Promoting Literacy in Brazil
P ro j e c t e d B e n e f i c i a r i e s :
More than 12 percent of the Brazilian population does not know how to read and write, which contributes to social exclusion and limits
300 people in the three communities Par tne r: Alfabetização Solidária
Wh at you c a n d o: PADF seeks to stimulate the participation of youth in the development of new entrepreneurs.
Its non-profit partner has an innovative model that selects and sponsors projects that respond to market needs. Young entrepreneurs receive specialized training in business development and mentoring throughout the process. P roje c ted B e nef i ci ar i es : Approximately 3,000 teachers will receive critical instruction to become trainers. 80,000 students will participate.
Preserving the A r a u c a r i a Fo r e s t Brazil’s Araucaria Forest is one of the richest and most diverse ecosystems in the world. It is also one of the most endangered. Of the original Araucaria Forest’s 8.23 million hectares, only about 66,100 hectares remain. In the State of Paraná, more than 28,000 hectares were cleared
PADF
from 2000 to 2005. Less than 1 percent of the area is considered to be “well conserved,” according to studies by a university foundation. Wh a t yo u c a n do : PADF will preserve native areas of Araucaria Forest in the municipality of São João do Triunfo, State of Paraná, where some of the most endangered species live. With its partners, PADF will show landowners how to maintain their lands without degrading the environment. It will also engage in a public awareness campaign to encourage broader support for conservation by residents. Pa r t n e r s : Brazilian NGO Sociedade de Pesquisa em Vida Salvagem e Educaçã o Ambiental (SPVS) will be responsible for providing the technical support.
OPPORTUNITIES IN BRAZIL, PERU
21
Saving Their Rainforest: The San Rafael Eco-Lodge The remote Peruvian village of San Rafael along the Amazon River wants to move into the mainstream of eco-tourism and eco-friendly development. Unlike other business ventures around them, they refuse to sell the plants and animals at their highmarket value, believing instead that there is greater value in sustainable management of the environment.
Wh at you c a n d o: The residents want to improve the quality of the services provided at their E c o t o u r i s m L o d g e s , h a v e better management skills, and b e c o m e a sustainable and replicable model for other communities with similar conditions. This initiative will provide business training for the community to create a sustainable ecotourism venture. P r o j e c t e d B e n e f i c i a r i e s : 3,000 Par tne rs : The Peru Opportunity Fund and the Focal Bosques Project.
En g a g i n g VH 1 V i ew e rs wi t h a S o c i al ly Re le v an t Cam pa i g n
The spirit of helping the most disadvantaged in society is not only found in the United States. People in Latin America and the Caribbean have also shown their commitment to helping their neighbors at a time of need. PADF and its private-sector partners are working to unite people in Latin America and the Caribbean, particularly young people, to support those in need through campaigns on MTV Network’s VH1 Latin America.
PADF
A panel of judges will select the top six songs among those submitted. Viewers will be asked to vote for one of the finalists. The winner, along with the other finalists, will visit PADF internally displaced projects in Colombia, which will be filmed and aired by VH1. The winner will have a professional video released on VH1, and the network will also set up a U.S. media tour that generates new attention and new supporters.
VH1 and PADF have created a unique initiative that asks amateur and professional musicians in the region to create songs that highlight the plight of internal refugees in Colombia. Contestants will upload to a website designed especially for this purpose, and where the public can vote for their favorite songs, share the site with their friends, and make contributions to help internally displaced persons.
The campaign offers much more than television and online. PADF and VH1 will leverage relationships with radio and print outlets to promote the campaign, generate awareness, and encourage people to participate.
VH1 will create and air advertisements that will appear during key parts of the campaign. An initial call-for-entries television spot will air during the first two weeks of the campaign, reaching into millions of middle- and upperincome households in Latin America and the Caribbean. A second television spot that encourages people to go online and vote will be produced and aired.
Wh at you c a n d o:
The private sector will be invited to sponsor the campaign, which will provide a unique opportunity for cause-related branding, presence at events, and alignment with a cause that goes beyond national borders.
The VH1 initiative has a number of sponsorship opportunities and levels of support. To ensure a high degree of visibility for the sponsors, PADF will limit the number of participating companies in the VH1 campaign.
VH1 PROJECT
23
A re a Co de Pr oj e ct: Bringing U.S. Cities Closer to Their Neighbors
While many non-profits have used national campaigns to promote their
and the affected populations in Haiti and Colombia; increase awareness of
activities, PADF is launching a platform that takes hemispheric issues and
their plight; and raise money to end injustice and make a tangible difference
engages U.S. audiences on a local level. Called the Area Code Project, PADF
in the lives of modern-day slaves and internal refugees.
and its corporate supporters bring the issues, projects, and beneficiaries to targeted U.S. regions. The Area Code Project is scheduled to start in New York in 2009 with an initiative called the “Dignity Campaign.� Through the Dignity Campaign, PADF and its supporters will connect New Yorkers with two pressing issues in our hemisphere: Modern-day slavery in Haiti and internal refugees in Colombia. It is surprising that many people are unaware that as many as 400,000
When the Area Code Project launches its campaigns, it has a fully integrated tactical plan that includes the following: L o c a l M e d i a Pa r t n e r s : PADF enters into agreements with leading newspaper, television, and online sites in the target market. The media partners promote Area Code’s campaign through specific schedules. This drives awareness of the campaign, its goals, and its partners.
children in Haiti are forced into labor. Equally startling is the fact that many
Online :
people do not know that more than 3 million Colombians have been forced to
The heart of the campaign is a robust website. This serves as a source of information and inspiration, as well as a conduit for individual donations. It will feature stories, blogs, interactive maps, online video, and more.
flee their homes because of violence. The Dignity Campaign has three goals: Build bridges between New Yorkers
C o r p o ra t e S h ow c a s e :
C iv i c Pa r t i ci p at i on :
Private-sector sponsors of the campaigns are integrated into the website, media events, promotional pieces, and depending on the level of sponsorship, will be included in the advertising.
Each campaign has a high degree of interaction with the public. Working with partners in the target cities, PADF will select a group of students and professionals to travel to the country. Each will create a video of their experiences, which will be placed online for the public to review, comment on, and judge. These participants will also be available for interviews with the local media, which helps to increase awareness of the campaign.
Me rchan di s in g: PADF will launch products that are relevant to the specific campaigns. These products will generate revenue for the beneficiaries, increase brand awareness, and increase interaction with the public.
PADF
benefit people in the hemisphere. The Area Code Project is an example of how PADF and its private-sector partners are working to bring the people of the hemisphere together. Wh a t yo u c a n do : The private sector has a number of sponsorship opportunities and levels of support in the Area Code Project. To ensure a high degree of visibility for the sponsors, PADF will limit the number of participating companies in each campaign.
PADF and its supporters are working to engage people in the United States with issues and projects that directly
AREA CODE PROJECT
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P A D F ’ s Co r p o r a t e P a r t n e r s AES Electric Company
Chevron Corporation
Aerocasillas-Aeropost
Citi
Altria Group
Duke Energy
Bacardi Limited
EMC
Banco Agrícola
FedEx
BDA Global
General Motors
Boeing
Greenberg Traurig, LLP
Boulos Investment Group
Grupo Lovable
British Petroleum
Kraft Foods
Cargill/Grupo Alcon
Pfizer
Casals & Associates, Inc.
Royal Caribbean Cruises, Ltd.
Caterpillar, Inc.
Stanford Financial Group
Cemex, S.A.
Voila
T O P A R T N E R W I T H P A D F, C O N T A C T I T S M A I N O F F I C E I N W A S H I N G T O N , D . C . PAUL FI S HER DIREC TOR OF CORP ORATE PARTNE RSHIP S PF IS HER@ PADF.ORG (2 02) 458- 65 01 The information contained in this publication is subject to change without notice.
PAN AMERICAN DEVELOPMENT FOUNDATION