#CMweekly: Campbell’s Labels for Education

Company: Campbell’s
Cause: Education
Partner: Multiple K-12 Schools
Website: http://www.labelsforeducation.com

Program of Action
Campbell’s supports multiple K-12 schools, public libraries, care centers, and more by awarding free educational equipment through their Labels for Education campaign. For more than 38 years, students, families, and members who provide proof of purchase from the Campbell’s family of brands including BIC, V8, GLAD, Emerald, and Dannon, will help their local schools receive free merchandise. Below are the three simple steps members can participate:

1. Clip UPC codes (product barcodes) and beverage caps from Campbell brands

2. Give the codes and/or beverage caps to your child’s school coordinator

3. Earn points that can be redeemed for needed equipment

Best Practices
Labels for Education offers a points catalog that list the total amount of points for education equipment, such as footballs, paints, recorders, books, and much more to promote and share with students, members, and families. This approach demonstrates a different spin to providing product donations rather than cash. In addition, the catalog can be used as an incentive for students to view what they can possibly receive from Campbell’s and motivate them to earn more points.

School coordinators can customize a page for their local school to communicate and keep students and visitors informed on goals, current total amount of points, and share printable materials. Creating a customizable page can engage younger students to join by relating to their personalized school page and be proud to view how they are helping their school receive new resources.

The site also provides tool kits, guides, tips and instructions in two separate cultures, English and Spanish. This is an exemplary approach that promotes cross-cultural marketing and gains attention from different members to participate.

Though Labels for Education has multiple fun and smart approaches to the campaign, perhaps they can add competition to make it even more enjoyable for students. According to JWT Social Good, game-based schemes offer an inventive way to drive donations and improve long-term commitment to a cause. Campbell’s can designate a section where school coordinators and students can compare points with other schools in their district.

Program Outcome
To date, Labels for Education has benefitted 42 million students and have provided more than $114 million in merchandise to schools across the nation. Members and families can continue earning points for the campaign since spring semester just begun for the 2011-2012 school year. If you would like to see whether your school is registered, visit http://www.labelsforeducation.com and begin purchasing Campbell’s products to help your local schools receive free equipment.

Your CM Aficionados,
Amy and Kassie


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