Allergan launches online fundraising campaign

IRVINE, CA: Allergan launched an online cause marketing campaign, which taps into the network of people who use Botox Cosmetic and asks them to build online profiles in support of its nonprofit partners.

IRVINE, CA: Allergan launched an online cause marketing campaign, which taps into the network of people who use Botox Cosmetic and asks them to build online profiles in support of its nonprofit partners. 

Irvine, CA-based Allergan is a global pharmaceutical company that includes Botox Cosmetic in its portfolio. 

Chandler Chicco Agency, longtime agency for the company, is providing support for the “My Expressions of Kindness” campaign, said Kellie Lao, manager of corporate communications for Allergan. The campaign, which started March 25, ends in June.

“It's been a tough year for a lot of people with the economic downturn,” said Lao. “We know a lot of people are interested in getting involved with nonprofit organizations.”

Allergan is asking men and women who use Botox Cosmetic to create a profile and post comments about acts of kindness on the campaign's microsite. For each profile, the company will donate $25 to one of the campaign's nonprofit partners. The campaign supports Dress for Success, Make It Right, and the Children's Action Network.

In addition, for every person who shares his or her profile on Facebook, Allergan will donate another $5 and, for every tweet with the campaign's hashtag (#kindact), the company will give $1.

Lao declined to provide information about the types of media outlets the company was reaching out to raise awareness about the campaign but confirmed that it had a traditional media relations element. Allergan also created a Twitter feed specifically to promote the program.

Lao noted that Botox Cosmetic launched a campaign with Dress for Success in 2009.

“Last year, Botox Cosmetic launched a campaign in partnership with Dress for Success,” she said. “It was called the “Express Success” campaign and that campaign raised awareness and funds for the nonprofit Dress for Success."

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