Just a sobering "watchdog" update on a topic we addressed earlier in the semester -- the economics of the "Red" campaign...
http://adage.com/article?article_id=115287
Key quote:
...you'd expect the money raised to be, well, big, right? Maybe $50 million, or even $100 million. Try again: The tally raised worldwide is $18 million. The disproportionate ratio between the marketing outlay and the money raised is drawing concern among nonprofit watchdogs, cause-marketing experts and even executives in the ad business
1 comments:
It is disturbing to see, after all the hype, that this campaign has not done as much work as it seemed to promise to do. But what this article seemed to forget was the workers that are involved with making the products. Those individuals would not have jobs, that paid an acceptable wage (I assume), if it were not for the (RED) campaign.
On the other hand it was nice to go to the webstie listed in the article and see that there are groups that are saying just give money, and if you would like to give money here is where it will do the most work.
In the end this 18 million dollars is probably money that would not have ever reached without the fashionable (RED) campaign.
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