400 Causes Vied for Opportunity as Part of Packaged Good Initiative
CHICAGO, IL (March 8, 2006) — Advertising agency Leo Burnett USA today announced the selection of GlobalGiving as its new non-profit partner as part of its Packaged Good pro bono initiative. A web-based marketplace that brings together donors with social enterprise projects in need of funding, GlobalGiving was selected from a pool of nearly 400 diverse public service organizations that submitted proposals for the opportunity to work with the agency.
In an industry first, the agency sent out a request for proposals in November seeking a worthy cause to forge a long-term partnership. The Packaged Good program was designed to move beyond the traditional industry channels for public service relationships and connect the agency with a broader pool of deserving organizations. GlobalGiving rose to the top of the finalist list that included:
- Arzu: Rebuilding the lives of Afghan women through the sales of their hand-crafted rugs. www.arzurugs.org
- KaBOOM!:Creating a safe playspace in walking distance of every child in America. www.kaboom.com
- Misericordia: Creating community and employment for disabled adults. www.miericordia.org
- The Enterprising Kitchen: Skills training for women through the manufacture and sales of soap products. www.theenterprisingkitchen.org
- Zig the Pig: Educating children and raising funds for families affected by pediatric cancer. www.zigthepig.org
"We had hoped for a strong response, but were overwhelmed by the turnout. The sheer number of deserving causes made this an extremely difficult decision," said Leo Burnett USA Chief Marketing Officer Ben Kline. "In the end, we recognized unique potential in GlobalGiving. We look forward to devoting our resources to their mission of changing the future of philanthropy by enabling donors to direct their funds to a wide range of high-impact projects."
In determining their non-profit partner, Burnett sought an organization based on the following criteria: commitment to a world-changing idea, caliber of infrastructure, need for a holistic approach and organizational compatibility.
"We are thrilled with the opportunity to partner with Leo Burnett and benefit from their world-class marketing expertise," said GlobalGiving CEO Dennis Whittle. "We have built a new global philanthropy marketplace that offers donors a choice of more than 300 high-impact projects. What we needed was a powerful marketing partner to help us reach thousands —if not millions of donors— who, in aggregation, will fund these and future projects fueling positive social change in communities throughout the world."
Leo Burnett maintains a long-standing commitment to public service advertising, handling campaigns for such well-known local and national charitable organizations as The Greater Chicago Food Depository, Kohl's Children's Museum, the Partnership for a Drug-Free America and the Department of Transportation and United Nations AIDS Foundation, both in conjunction with The Advertising Council. Many of these public service campaigns — from the Crash Test Dummies to the recent award-winning work for the U.N. AIDS Foundation — are among the most recognized in the industry. While the agency will continue pro bono efforts such as these, the new Packaged Good initiative takes Burnett's commitment to public service efforts a step further.
Founded by two former World Bank executives, GlobalGiving's mission is to build a highly efficient philanthropy marketplace where individuals, corporations and other institutions can find and fund projects around the world. GlobalGiving (www.globalgiving.org) is headquartered in Washington D.C. and offers more than 300 high-impact grassroots-level projects at any given time in over 60 countries worldwide. Project themes range from education and economic development to health and environment. Major funding partners include Skoll Foundation, Omidyar Network, the Hewlett Foundation, USAID and the Sall Family Foundation.
About Leo Burnett
Leo Burnett USA helps build many of the world's most valuable brands, including McDonald's, Disney, Procter & Gamble, Marlboro, Altoids, Kellogg, Nintendo and the U.S. Army. As the most awarded agency at the Effie Awards for four straight years, Leo Burnett USA is the "Most Effective Agency in America."
The country's second largest agency brand as ranked by Advertising Age, Leo Burnett USA is the flagship office of Leo Burnett Worldwide, Inc., a global network of over 200 operating units including a variety of specialty marketing services and 94 full-service advertising agencies in 82 countries. Leo Burnett Worldwide () is a wholly owned subsidiary of Publicis Groupe www.publics.com.
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