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While the big World Cup sponsors are attempting to score big with a large audience in order to boost sales, PayPal is using the mega-event as a cause marketing effort in conjunction with Brazilian soccer star Neymar, bringing awareness to the necessity for clean water in Brazil. A fundraising drive, Competition for Good, is positioned as a contest among football fans around the world, who donate through PayPal on behalf of 32 national teams.
The effort is a partnership between PayPal and Neymar’s nonprofit, Neymar Jr. Project Institute. Proceeds go to Waves for Water, which provides communities with water filters and, in this case, will donate filters in the cities where the matches are taking place. From the semifinal matches on July 8 through the final on July 13, PayPal will also match donations 100 percent. The initiative is a nice way to tie together the sporting event of the year with a CSR campaign while also driving consumers to log into their PayPal accounts.
Who doesn’t want to do their part to improve the environment? Trouble is, few people are willing to change their everyday habits, and most efforts to raise environmental awareness only make us feel guilty for not doing a better job—and thus more likely to tune them out. Approaching the issue of water conservation from the flip side of the coin, the irreverent brand Axe recently launched a provocative campaign that suggests “showerpooling” (think carpooling but without the car and in a shower) as a way to cut down on water use.
An animated Web video gets straight to the point: “How can you save water without massive personal sacrifice?” The male body care brand claims its prescribed remedy for saving our planet’s most precious resource—taking a five-minute shower with a water-efficient showerhead while in the company of a “likeminded acquaintance” or an “attractive stranger”—can cut water usage by 20 percent. Axe provides more serious water-saving tips on Facebook, where people can pledge to “stop taking wasteful solo showers” and enter to attend the “Ultimate Showerpooling Party” by creating and documenting the largest showerpool.
Given our tendency to be selfish, habit-driven creatures, humor combined with simple actionable steps can go a long way in getting people both interested and involved, particularly in issues that are more abstract and large-scale. Let’s just hope invitations to a Showerpool don’t become the new bar pickup line.