Wednesday, December 29, 2004

Award for Excellence for Cause Related Marketing

"Businesses across the UK are being invited to enter the Business in the Community's Awards for Excellence 2005, in association with the Financial Times, sponsored by the Department of Trade and Industry, supported by Marks & Spencer, Company of the Year 2004. The categories include the Dollond & Aitchison Cause Related Marketing Award which recognizes, rewards and celebrates programmes when businesses have used the power of the brand in partnership with charities or causes to address key social issues.

Last year's Award was won by BT for its partnership with ChildLine. Blockbuster Entertainment was Highly Commended for its partnership with Starlight Children's Foundation.

Cause Related Marketing is defined by Business in the Community as “a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefits. It is an additional tool for addressing the social issues of the day through providing resources and funding whilst at the same time addressing business marketing objectives.

The Business in the Community Awards for Excellence are the most prestigious UK awards recognizing companies for integrating responsible business practice into their mainstream operations resulting in a positive impact in the workplace, the marketplace, the environment or the community. Now in their eighth year, they are the primary means by which Business in the Community identifies, celebrates and communicates good practice in corporate responsibility.

Further information about Business in the Community and the Award can be found at the website