Design for a Cause

By Sarah Clark
Sarah.clark@graphicdesignschoolreview.com
Graphic Design School Review Columnist

Cause-related marketing is a relatively new and exciting form of advertising. If you've got an interest in helping others, it may provide the perfect opportunity to apply your graphic design skills.

Even if you haven't heard of cause-related marketing, you probably already know what it is. Avon's efforts to promote breast cancer awareness, MAC's association with HIV and AIDS education and treatment, and Coca-cola's condom distribution program in Africa: these are all examples of cause-related marketing.

The Birth of Cause-related Marketing

Cause-related marketing is a fairly new marketing strategy. A growing number of companies began embracing the practice in the 1990s, around the time the concept of corporate social responsibility become more widely embraced by corporate, nonprofit, and government entities.

The Body Shop was one of the first companies to adopt the strategy and make it a success. It began associating its products with causes in Africa, which the company claimed to support through the sale of its products. The idea was that you, the consumer, would buy a bar of soap, for example, and a percentage of its profits would go to help a charitable cause selected by the company.

Graphic designers are integral to a good cause-related marketing campaign. They are needed to convey the emotional aspect of a campaign using images, colors and words to communicate a company's commitment to a cause. They also help the company become synonymous with the cause, as Avon has become with breast cancer.

Cause-related Marketing Design Jobs

Where can you find a graphic design job involving cause-related marketing? Consider research companies with a record of philanthropic activity, such as McDonald's, Merck & Co. Inc., and Stonyfield Farms. You can also look for opportunities with nonprofit groups, whom companies may be supporting in cause-related marketing activities.

Start making a difference as a graphic designer - pursue a career that helps make a difference in the lives of disadvantaged groups and the environment.

About the Author
Sarah Clark is a freelance writer specializing in education and career development.