Cause Marketing/ Community Programs

Supermodel Gisele Bündchen’s flowing mane will be seen a lot in the coming year as Procter & Gamble signed the Brazilian beauty to serve as the worldwide representative for its Pantene hair care brand.

Cabot Creamery is honoring 50 volunteers from across the United States with what it’s calling a “trip of a lifetime.” On Jan. 11, the volunteers will board the Celebrity Cruises Summit for an all-expense-paid, six-day, seven-night Caribbean cruise organized in their honor, courtesy of the 1,200 farm families who own Cabot Creamery Cooperative.

The farmer-owners of Cabot have presented the Cabot Community Celebrity Award program since 2010 to recognize individuals from across the nation who have made a difference in their communities.

The heartwarming story of a pit bull rescued from a life of torment as a bait dog earned the Pet Rescue Center in Mission Viejo, Calif., a $100,000 grant from the Petco Foundation and Ellen DeGeneres and her natural pet food company Halo.

The rescue group was chosen from among 4,500 submissions and awarded a check during the "Ellen" show on Dec. 23. Thirty-three other animal welfare groups split $500,000 as part of the Petco Foundation’s Holiday Wishes Grant Campaign.

Walmart dominated the airwaves this holiday season and the investment paid off, according to advertising measurement firm Ace Metrix which compiled a list of the most effective holiday ads.

Walmart topped the list with a heartwarming spot called Christmas Magic which featuring a selfless child donating a toy he desired to the Salvation Army only to discover he was the recipient of the same toy on Christmas Day. Walmart aired more than 40 unique pieces of holiday-themed creative this season, making it the most prolific advertiser of the season, according to Ace Metrix.

Bridgeview, Ill. -- Rose Paving Company, a provider of complete parking lot management solutions to commercial and industrial properties nationwide, announced it  raised $7,000 during its year-long, multi-event fundraising campaign benefiting St. Jude Children’s Research Hospital. The donation, presented to St. Jude in December, will help support the lifesaving mission of one of the world’s premier pediatric cancer research centers.

Retailers usually measure 
the success of project spending by ROI, or "return on investment." ROI measures how many dollars you get back for every dollar you invest. This is a prudent and necessary way of justifying investment in things like IT systems, facilities and processes.

But not everything of value can be measured by simple dollars and cents. How do you measure the return on hope given to hundreds of thousands of disadvantaged children, both in the United States and around the world?

Canton, Mass. – Dunkin’ Donuts has launched its “HoliDDay Fashions” contest, inviting people to post photos of themselves in their holiday clothing and costumes on Facebook, Twitter and Instagram. Beginning Dec. 12 and continuing through Dec. 18, customers can submit their photos on Facebook, Twitter and Instagram using the special hashtag #HoliDDayFashions.

On Dec. 20, Dunkin' Donuts will announce a total of five winners to receive a prize pack. No purchase is required.