We run cause-related marketing campaigns in partnership with local and national charitable organizations. This is good for business and for the charities involved. Cause-related marketing helps us promote our products and educate our shoppers and users while raising money for good causes. Here are some examples of our cause-related marketing campaigns in 2007.

Comic Relief

Kimberly-Clark U.K. teamed up with British charity Comic Relief to raise money to help millions of disadvantaged people in Africa and the U.K. Every two years, Comic Relief holds six weeks of events culminating in its main fundraiser, Red Nose Day. The Andrex and Kleenex brands ran on-pack promotions supported by advertisements featuring professional comedians, Web pages filled with fun, public relations campaigns, and point-of-sale activities in all major retailers.

Thousands of people bought Kleenex brand facial tissue and “blew £1” or about $2 by sending a text message to enter a competition. Seventy pence ($1.40) from each entry went to Comic Relief. Five entrants won expenses-paid trips to the Red Nose Day televised fundraiser, and more than 2,000 won inflatable Red Nose Seats. One lucky Londoner won a visit from ex-England rugby star Matt Dawson.

The Kleenex and Andrex campaign raised £525,000 (approximately $1.05 million) and K-C employees raised £26,000 (approximately $52,000).

The South African Guide Dog Association for the Blind

For the second consecutive year, Baby Soft bath tissue used its well-known brand to help the South African Guide Dog Association for the Blind (SAGA). With the help of consumers, Baby Soft contributed funds to train puppies to become guide dogs for visually impaired South Africans.

Baby Soft hid Guide Dog puppy tokens inside newly packaged white premium bath tissue packs. Customers finding a token sent a text message containing the token’s unique code, and were sent a guide dog puppy soft toy in return. For every puppy sent out, the Baby Soft brand donated R10 (approximately $1.50) to SAGA, helping them train future guide dogs and give vital support to visually impaired individuals.

The Breast Cancer Research Foundation USA

During 2007, Viva towels pledged up to $200,000 to the Breast Cancer Research Foundation (BCRF) through donations linked to the purchase of specially designed Viva towels. Viva also contributed $5.00 to BCRF for every new visitor signing up to the new Viva Diva Café Web site, up to $50,000.