There’s a lot of respect – and lessons to be learnt - from businesses that proudly back causes close to their social values.
In the case of Ben & Jerry’s, this has been an ongoing association with supporting marriage equality for gays and lesbians.
In 2009 they renamed their ‘Chubby Hubby’ flavor to ‘Hubby Hubby’ to show their support of Vermont passing a same-sex marriage law, and in the UK in 2012, they created a special edition flavour, called ‘Apple-y Ever After’ to encourage the government to also legalise same-sex marriage.
Now it’s Australia’s turn with Ben & Jerry’s launching the "Say I Dough" campaign and working alongside Australian Marriage Equality on a sub-campaign called #EqualityCalling. Equality calling encourages Australians to call a voicemail-service where they can leave their message of support for same-sex marriage; which will also be passed on to local politicians and shared on social media. The epicentre of the campaign was a phone box that people could use to leave these messages of support directly and in a very visually impactful way.
In a move of further support, Ben & Jerry’s has changed its ‘Chocolate Chip Cookie Dough’ flavour’s name to ‘I Dough, I Dough’.
The ice-cream company says of its position:
“Very simply, Ben & Jerry’s supports marriage equality for gays and lesbians everywhere. We will continue to work in partnership with relevant non-profit organisations to: build public support for marriage equality, add our voice to the public discourse around marriage equality [and] celebrate the expansion of marriage equality to new states and countries.”
Ben & Jerry’s are a great example of a company in touch with their social values, and they know how to align themselves to related, worthwhile causes through creative campaigns.
Talk to Benojo about how to better connect your business to relevant causes.