Wednesday, March 07, 2007

Beware Hollywood good intentions

Great story tee'd up by Marginal Revolution. Turns out that one recent celeb-driven charity campaign was actually more intent on promoting the celebs, than impacting those in need. The RED campaign against AIDS has apparently spent ~$100M in advertising to raise $18M.

This isn't entirely fair, as much of the advertising spend was really just reallocated to promote a tie to RED, but still, the results are suspect.

This isn't the first or last time charity has been leveraged to commercial advantage. I might be off on my numbers, but Miller Beer one time spent $500,000 promoting it's decision to give away $50,000 in scholarships.

No comments:

With my new friends on the Great Wall of China

With my new friends on the Great Wall of China
Click to go to my online photography

World sun clock

Uncommon Man's Creed

"I do not choose to be a common man. It is my right to be uncommon -- if I can. I seek opportunity -- not security. I do not wish to be a kept citizen, humbled and dulled by having the state look after me. I wish to take the calculated risk; to dream and to build, to fail and to succeed. I refuse to barter incentive for a dole, I prefer the challenges of life to the guaranteed existence; the thrill of fulfillment to the stale calm of utopia. I will not trade freedom for beneficence, nor my dignity for a handout. I will never cower before any master, nor bend to any threat. It is my heritage to stand erect, proud, and unafraid, to think and act for myself, to enjoy the benefit of my creations, and to face the world boldly and say, "this I have done." All this is what it means to be an American." -- Anonymous