F O R U M WO R K S H O P

Reebok International has won many hearts and feet with its Human Rights Awards For several years it has recognized individuals who have worked for human rights at an annual presentation. The commitment has been expensive, but it has raised the company’s profile and earned numerous admirers and media coverage that can’t be bought. It’s estimated that more than 570 million U.S. consumers read about the second award ceremony, which featured rock star Sting and ex-president Jimmy Carter as speakers and gave awards to Chinese students, tribal peoples of the Malaysian rain forests, relatives of the “disappeared” in Argentina, and Americans who helped the plight of Native Americans. USA Today, the Washington Post, MTV, “Entertainment Tonight,” CNN, and all major footwear magazines covered the event. A video news release (a prepackaged taped story on the event) aired on 62 stations nationwide, capturing more than 1.6 million viewers. Charity can pay big dividends.

You don’t have to be a mega-corporation to help others and to earn recognition for it. The San Diego Chapter of the American Marketing Association won hearts when it created a Community Services Committee to provide professional marketing guidance to area nonprofit organizations. The first year it named the Women’s Resource Center as beneficiary; it helped design a logo and promotional materials for its new family shelter, as well as communication pieces for fund-raising events. The association contributed its talent and earned local visibility for its generosity.