March of Dimes taps Barkley for cause branding

KANSAS CITY: March of Dimes, the nonprofit working to improve the health of babies by preventing birth defects, premature birth, and infant mortality, has awarded Barkley Public Relations its cause branding assignment after a lengthy review.

KANSAS CITY: March of Dimes, the nonprofit working to improve the health of babies by preventing birth defects, premature birth, and infant mortality, has awarded Barkley Public Relations its cause branding assignment after a lengthy review.

Doug Staples, SVP of strategic marketing and communications for March of Dimes, said the organization chose Barkley because of its strong record in cause branding, including work with Lee Jeans and the Susan G. Komen for the Cure on Lee National Denim Day. The agency has also done work for the Family Violence Prevention Fund. Barkley was chosen from four agencies after a three-month review process.

Mike Swenson, president of Barkley Public Relations, acknowledged that despite the name recognition March of Dimes enjoys, it has been a challenge for the organization to get people to understand what exactly it is they do.

The most immediate campaign focuses on the escalating number of premature births in this country, but Barkley will also provide brand research, analysis, and the development of an integrated communications plan in the upcoming months. Staples also said the organization is looking for help on its corporate sponsorships.

Swenson said the agency would help develop a campaign that can aid the organization across the board in its efforts.

"I think the key to any great cause campaign is the ability to create an emotional connection between the brand and their core audiences," Swenson said. "It's creating that emotion that gets people engaged, whether it's volunteering or writing a check."

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