How to write a public service advertisement about domestic violence? Come on, 3Q, many companies are tired of their marketing projects before the public is tired of their marketing projects. LizClaiborne is different. Since its establishment, its Cause-relatedMarketing (note 1) project has been continuously improved and updated every year from 199 1 to 2002. LizClaiborne has taken a leading position in preventing and opposing domestic violence, and this project involving domestic violence has also become a landmark project of the company. LizClaiborne's marketing team keeps the project fresh by introducing new perspectives and new ideas every year, and expands its connotation and scope while maintaining the core objectives and themes of the project. LizClaiborne, founded in 1976, is a company headquartered in new york, USA, which produces and sells clothing, accessories and perfume products. The company owns and operates dozens of different clothing brands, from traditional classic styles to popular styles, to meet the needs of different consumer groups, such as LizClaiborne, BoraBora, ENYCE, DKNY and so on. Its products are sold through more than 30,000 specialty stores and retail organizations around the world. LizClaiborne has been praised as a "creative and socially responsible business leader" for ten consecutive years since she launched this series of projects and activities involving domestic violence. There are several factors that make this project different. First of all, LizClaiborne chose a topic that is not particularly fashionable and not easy to operate, so that LizClaiborne can "own" this topic alone. Second, in the next ten years, the company has been carrying out various projects around this theme. Sword refers to the target customer base. 199 1 year, LizClaiborne, a world-renowned female fashion brand headquartered in the United States, planned and developed a set of career-related marketing projects. At that time, this business-related marketing method was still in its infancy, and the operation mode of most business-related marketing projects was nothing more than: for every dollar spent by consumers, they donated a few cents to a charity organization. However, LizClaiborne wants to go further, because research shows that consumers are increasingly considering the reputation of a company when making purchase choices, and consumers respect those enterprises that care about and participate in solving social problems. The company hopes to find a problem that women were concerned about at that time and develop a set of marketing projects based on it, which should be timely, relevant to consumers and newsworthy. First of all, LizClaiborne invited famous American female artists to create public works of art involving important female issues. In Chicago, artist LeahKomaiko led a project in which children from different cultural backgrounds wrote a book about "working mothers". In San Francisco, six famous visual artists created a series of public service advertisements about domestic violence. As a result, a set of career-related marketing projects with the theme of anti-domestic violence has been produced, which is quite vital and very successful in the history of American marketing. There are several factors that make this project different. First of all, LizClaiborne chose a topic that is not particularly fashionable and not easy to operate. At that time, the problem of breast cancer had attracted the sponsorship of many enterprises and the attention of the media, while the media paid little attention to the problem of domestic violence. It is for these reasons that LizClaiborne can "own" this topic alone. Second, in the next ten years, the company has been carrying out various projects around this theme. In the first year of the project, a national survey found that 93% of American women thought domestic violence was a problem. This number is even higher among LizClaiborne's clients. Customers who hold this view say that they will have a good impression on companies that carry out related projects to help solve this social problem. Six artists from San Francisco collaborated with victims of domestic violence to create a public service advertisement, which appeared on more than 200 outdoor billboards and bus stops in the San Francisco Bay Area during the National Domestic Violence Awareness Month (1992+00). At the same time, the company provided financial support for the first 24-hour domestic violence hotline and led the establishment of a volunteer team dedicated to raising funds and providing assistance. These actions not only tripled the number of calls on the domestic violence hotline, but also attracted many reports from women and fashion media, such as Women'sWearDaily, Mirabella and Elle, and created many opportunities for company executives to speak. New angles, new ideas keep fresh. 1993, LizClaiborne started the second round of the project. Artist BarbaraKruger created an infectious new public service advertisement, which was placed on outdoor billboards in Boston and Miami during the National Domestic Violence Awareness Week. At the same time, the company put this public service advertisement on the public radio station and put educational publicity materials to the public. 1994, LizClaiborne hired the artist AnnetteLemieux to create limited edition T-shirts and coffee cups, which were sold through LizClaiborne's exclusive stores all over the country and a free hotline. In addition, LizClaiborne began to contact opinion leaders and conducted a questionnaire survey among the top management of the company on the "Fortune 1000" list. When asked whether domestic violence affects their company's business, one-third of the respondents said that domestic violence has an impact on their company's business, and half of the respondents thought that helping employees cope with the domestic violence they faced would help their company's business. 1995, LizClaiborne launched an employee art competition to design a brand image for the anti-domestic violence campaign. Finally, the winner is a very dramatic, hand-painted red and black heart-shaped image. The slogan around the image is: "Get the facts, get involved and end domestic violence". This image is printed on commemorative T-shirts and coffee cups. Four steps to stop domestic violence are printed on the other side of T-shirts and coffee cups. 1996, the project changed direction and started working for men for the first time. The company produced a 30-second TV public service advertisement with famous American football players from some universities as actors. Advertisements are broadcast in some university football fields and on TV of regional and national football matches. 1997, the company continued the strategy of last year. Traditional public service advertisements involving domestic violence are often aimed at women, telling them how to identify violence and how to get help. LizClaiborne's public service advertisements talk about this issue in an avant-garde, avant-garde and news-rich way, and convey information to men. This time, the company began to use famous male musicians as actors, such as Backstreet Boys, ClintBlack, curio, KennyLoggins, RichardMarx, TravisTritt and so on. These actors who appear in public service advertisements have masculine temperament and are models in the minds of many men. They are committed to saying that men should take the initiative in the anti-domestic violence movement. This group of advertisements calls on men who have not committed domestic violence to stand up and discourage their friends, brothers and colleagues. This group of advertisements was broadcast on more than 2,000 radio stations nationwide. 1998, the project changed its direction, turned its attention to parents, and published the handbook How to Talk to Your Children: About Healthy Interpersonal Relationships. This manual, developed in cooperation with experts, guides parents on how to help and guide their children to deal with possible violence during dating. 1999, LizClaiborne published a 20-page handbook "Women's Guide: How to Discuss Domestic Violence with Others" in cooperation with the Domestic Violence Prevention Foundation. In the same year, LizClaiborne sponsored the first "new york City Walk" against domestic violence. As the title sponsor of this event, LizClaiborne sponsored this event. In 2000, the project focused on teenagers. LizClaiborne has set up an Internet website since she started her activities in 1990s. In 2000, the company launched a website dedicated to love violence-

(meaning "love is not abuse"). In the first year of its launch, the website was visited by 25,000 people every month. In addition, a new booklet "Youth Handbook" was issued. The company distributed 75,000 copies of the guide to many individuals and organizations through shops, clinics, domestic violence shelters, relief agencies, police stations, government health departments and schools. By 2002, the project continued to be updated and expanded in content. LizClaiborne's Chairman and CEO gave a speech at the 7th National Domestic Violence Conference. In addition, the company continues to sponsor V-Day, a global activity aimed at ending violence against women. The company also cooperated with Lifetime, a female TV channel, to promote "Stop Violence Week". In addition, the company has launched a new website for teenagers aged 1 1 to 14-

. The event in 2002 generated 84 million media reports (Note 2). Many well-known media have reported it and so on. In 2003, the company cooperated with MarieClaire magazine and Polaroid Company to launch a national roadshow and anti-domestic violence film festival called "NoMoreTour", which passed through Washington, Atlanta, Los Angeles and other places. The activities of each stop include: a concert on the university campus, a film screening against domestic violence, and a dialogue with RosalindWiseman, a best-selling author and expert on juvenile violence. In 2004, the project entered its thirteenth year. The company's product labels began to display anti-domestic violence information and related websites. The persistence of career-related marketing has been constantly renovated, which has greatly increased LizClaiborne's social respect and influence. By 2003, LizClaiborne had distributed 500,000 brochures and more than 90,000 posters to organizations and individuals all over the United States. In the past few years, CEOPaulCharron has been invited to participate in a series of high-profile activities, such as joining the 40-member National Advisory Committee on Domestic Violence of former US President Bill Clinton; At the invitation of former US Vice President Al Gore, he attended the signing ceremony of the anti-crime bill in the Rose Garden of the White House. It has also entered the list of 30 companies that are "the most suitable for female managers" selected by the American Women Managers Association for many times. Through LizClaiborne's efforts, the problem of domestic violence has changed from a private problem within the family to a public health problem, and the necessary resources and funds have been obtained from the government, business and non-profit organizations. Although many companies are competing for the reporting space of fashion and women's media, and although the media are unwilling to touch sensitive topics such as domestic violence, LizClaiborne's continuous career-related marketing projects have won many media reports and gained high recognition. During the whole project implementation, all media reports and public service advertisements received a total of 65.438+300 million person-times, equivalent to the advertising value of 65.438+2000 USD. At the same time, the project has won many awards in the public relations and marketing industry, including SABRE and White Gold Award in Public Relations News, which is regarded by the industry as one of the most successful career-related marketing projects in the United States. In addition, LizClaiborne keeps getting some feedback from employees and consumers, that is, many people associate the company with anti-domestic violence issues. Business-related marketing projects show LizClaiborne's sense of corporate social responsibility, and strengthen and deepen the relationship between LizClaiborne and its core female customers. As a famous fashion brand, LizClaiborne has devoted ten years to creating the "good fruit" of career-related marketing-becoming a "creative and socially responsible business leader" in the eyes of the public. Note 1: Cause-relatedMarketing is also translated as "cause-related marketing" or "noble target marketing activities". Note 2: Definition of the number of media impressions: The number of media impressions of a news report refers to the total number of articles published in newspapers or magazines or the total number of viewers covered by TV stations. Expert Comments In the impression of many people, multinational companies are often associated with public welfare undertakings, which are rarely seen by domestic enterprises. In fact, domestic enterprises invest a lot in public welfare undertakings, but mainly passively participate in accidental and isolated events, unlike multinational companies, which are systematic and long-term public welfare behaviors.