When Corporate goes Ethical

   

"The excellent execution of this campaign showed that cause-related marketing does not have to be dull." 

So says Warren Johnson, MD of W Communications, of Selfridge's Project Ocean campaign launched between March-August last year. Erm, pardon? Is he suggesting that charity and campaigning for causes in the 21st century has become... unsexy?


Gone are the days when women used to march up and down streets and chain themselves to Parliament for the right to vote, and those other days when Lucy in the Sky with Diamonds was the soundtrack of your Green Peace protests. 


Nowadays campaigning and standing up for a belief usually means choosing the Fairtrade certified teabags instead of Tetley's at your local supermarket.

"Touch to donate"

But not at Selfridges. Last spring/summer they rolled out a fun, eye-catching campaign to promote their partnership with the Zoological Society of London to help save the seas. A rather savvy, intelligent, and colourful approach to their Corporate Social Responsibility (CSR) agenda.

Selfridges' Project Ocean window display last summer

Selfridges then proceeded to remove all endangered fish from sale in its restaurants and food halls (hurrah) in a bid to enhance their message. Their objectives?


* To raise awareness about the plight of the oceans and the potentially disastrous consequences of over-fishing
* To encourage consumers to change their habits to eat only sustainable fish
* To raise funds to support marine conservation projects across the globe


As straight forward as those objectives sound, I would have felt real empathy for a company trying to make a mark on society's ethical conscience in a time when pursestrings were/are tightening, and charities were/are struggling - had I not seen the amazing campaign Selfridges rolled out in the end.

Selfridges used a variety of events such as chef demos, live music events, art installations (my fave), a fashion exhibition and store windows  to interact with their consumers and drive home their message. The price tag? For a campaign of this scale, I'd say it was a pretty well spent - it all came to under £100, 000; a number which would probably keep Jessie J fans happy... Or not.


In a credible and fun campaign, Selfridges managed to claim the CSR throne from Marks and Spencers with one clean move. They gave the public ethics. They gave them Prince Charles (an in-store visit as patron of the Marine Conservation Society no less). They gave them a 1940's-themed photocall (nostalgia, is like, so in right now).


And they gave them one more reason to shop with them... Because if Selfridges aren't protecting our seas, who will?