KEEP AMERICA BEAUTIFUL RECOGNIZED AT FIFTH ANNUAL CAUSE MARKETING HALO AWARDS
STAMFORD, Conn. - May 15, 2007 - Keep America Beautiful's partnership with Sam's Club® and the Aquafina water brand on the 2006 "Return the Warmth" program received a Silver Award in the Best Environmental/Wildlife Campaign category at the fifth annual Cause Marketing Halo Awards in New York City.
“Keep America Beautiful is thrilled that Sam's Club and Aquafina took a refreshing look at recycling with the "Return the Warmth" program. The campaign was not only wildly successful, but also fun and educational for the schools that got involved," said Keep America Beautiful Senior Vice President Gail Cunningham. “By providing fleece jackets made of recycled PET, the program involved kids in the recycling process, and demonstrated how we all can 'close the recycling loop.' We’re extremely proud of the partnership, the program, the recycling results and the Silver Halo Award."
Through Keep America Beautiful’s Great American CleanupTM, Sam's Club and Aquafina were able to leverage the grassroots power of the KAB network to over-deliver on the program goal, recycling a total of 37.6 million PET bottles.
In addition to providing 100,000 fleece jackets to needy children, Sam's Club® provided the 50 schools that collected the most PET bottles with $1,000 grants in the form of Sam's Club® gift cards.
Cause marketing is the increasingly popular strategy of building mutually beneficial alliances between companies and causes.
"In 1990 cause marketing spending was a bit more than $100 million – this year it is forecast to top $1.4 billion," said Hessekiel. CMFI produces an annual conference, workshops, teleclasses and causemarketingforum.com, a website offering free resources to businesses and nonprofits interested in developing such programs.
Keep America Beautiful, Inc.
Keep America Beautiful, Inc., established in 1953, is the nation's largest volunteer-based community action and education organization. This national nonprofit forms public-private partnerships and programs that engage individuals to take greater responsibility for improving their community's environment. The Great American Cleanup™ is the organization's signature program that mobilizes millions of volunteers to improve their communities through hands-on participation. For additional information, visit http://www.kab.org.