WE TV taps nonprofits to promote CSR initiative

NEW YORK: WE TV recently launched "Pledge 24 in 2010," which it dubbed a public affairs campaign to encourage women to volunteer for 24 hours in the New Year.

NEW YORK: WE TV recently launched “Pledge 24 in 2010,” which it dubbed a public affairs campaign to encourage women to volunteer for 24 hours in the New Year.

The women-focused network tapped 150 nonprofit organizations to promote the initiative through their own resources and channels for the chance to win a free PSA on WE sister network, Wedding Central. Nonprofits can win based on the number of hours registered at WEVolunteer.tv, which is powered by VolunteerMatch, a service that enables people to sign up for volunteer opportunities with nonprofit organizations based on location and personal interest.

On December 17, the company hosted a press conference with actress Cynthia Nixon, the campaign's ambassador, in Times Square. That day, it tasked passersby to pledge hours on WEVolunteer.tv at a “resolution center,” a mobile device that traveled from Times Square to Union Square.

The campaign goal is to raise awareness of WE Volunteer, the brand's ongoing CSR initiative, explained a corporate communications spokesperson.

“It's all about connecting women with local charitable organizations where they can donate time to their community,” the source, who declined to be named said. “Pledge 24 is designed to create awareness for WE Volunteer and volunteering in general.”

The company is promoting the effort on Facebook, Twitter, and through media and blogger relations. In winter 2010, it also plans to promote Nixon's PSA series with Alliance for Quality Education, the organization with which she pledged her "24" in 2010, via the WE network and video sharing sites like YouTube.

Participant Goodwill Industries International, along with its local affiliates, is one of the many nonprofits looking to raise visibility through this kind of partnership.

“The whole aspect of donating and shopping at Goodwill can be increased through public awareness and partnerships like this,” said Lauren Lawson, media relations manager for Goodwill Industries International. “We have the ability to really unite a grassroots effort to get people involved.”

The organization is encouraging its regional outlets to promote the effort through their independent Twitter handles, Facebook pages, and newsletters. It's also conducting national outreach.

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