A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.

1. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Aaron Schiller, Causes
Shuan MacGillivray, One World One Ocean
Jame Windon, Causes
Renee Nicholas, LIVESTRONG
Bryan Harding, The Nature Conservancy
Jeffrey Smoller, ENCSS & Rivers as Bridges
Collin Lawson, World Wildlife Fund
Pam Blackledge, Environment Paper Network
Sandra Postel, National Geographic Society
Trevor Hall, Creative Visions Foundation

2. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Aaron Schiller, Causes
Jame Windon, Causes

3. CauseWay
Sustainable Brands Conference
San Diego, CA
June 5, 2012
James Windon and Aaron Schiller

4. Agenda
• The new opportunity for brands
and nonprofits
• Case Study: AT&T on Causes
• Today s Prize!

5. The new opportunity
for brands and nonprofits

6. The new opportunity
Authentic
Engagement

7. The new opportunity
Authentic Social
Engagement Promotion

8. The new opportunity
Authentic Social Community
Engagement Promotion Building

9. Case Study: AT&T on Causes

10. Goals for the Campaign
Brand Brand Behavioral
Awareness Advocacy Change

12. Action Detail Page
Every branded campaign has a customized detail page, that is highly optimized to maximize conversion
of visitors to take action.

15. Nonprofit Contribution - Content

16. Nonprofit Contribution - Supporters

17. Results

18. Results
People who participated in the Connect For Good
community were 100% more likely to agree with the
BRAND AWARENESS statement that “AT&T has many initiatives to better our
community”
People who participated in the Connect For Good
community were 50% more likely to be very interested in
BRAND ENGAGEMENT opportunities to engage with AT&T around the company’s
charitable initiatives.
People who participated in the Connect For Good
BRAND ADVOCACY community were 40% more likely to recommend
AT&T to a friend or family member
93% of the individuals who pledged not to text and
BEHAVIORAL CHANGE drive reported that since taking the pledge they had not
texted at all, or encouraged others to not text and drive

19. The Prize!

20. $30K Sponsorship Package on Causes

21. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Bryan Harding, The Nature Conservancy

22. © Scott Warren
The Nature Conservancy:
Partnerships with a Purpose

23. What is the Purpose?
Conserving
Cri5cal
Lands
Reducing
Impacts
of
Climate
Change
Save
the
lands
and
waters
on
which
all
life
depends
Restoring
our
Oceans
Securing
Freshwater

24. How We Work with Companies
Philanthropy
Marke'ng
Practices
Raise
funds
for
Build
and
Transform
conserva5on
broaden
public
impact
of
key
support
industries

25. Purposeful Partnerships = WIN3
PARTICIPATING
CORPORATIONS:
Builds
brands/
drives
sales/ROI
PARTICIPATING
CUSTOMERS:
Offers
tangible
benefits
THE
NATURE
CONSERVANCY:
Drives
conserva5on
outcomes

26. Macy’s: Save the Amazon Rainforest

27. Subway: All Hands on Earth—
Reusable Meal Bags
™
TE
ANTS SALU
SU BWAY
® RESTAUR
VING NATURE
PRESER ncy wit
conserva supporters of All
esh fIt fo
r kids mea
h every fr Hands on Earth.
l.
e nature
Learn about th urants are proud
Resta
Subway®
Each one includes a fIt mini sub,
apples and a drink. Plus, you get
a reusable bag and activity card*.
learn more @ SubwayKids.com
*
While supplies last.
WordWorld, WordThings, WordFriends, Where Words Come Alive and all associated logos are trademarks and copyrights of General Word, L.P. The PBS KIDS logo is a registered mark of PBS and is used with permission. The contents of this advertisement were developed under a cooperative agreement with the U.S.
Department of Education. However, those contents do not necessarily represent the policy of the Department of Education and you should not assume endorsement by the Federal Government.
The Nature Conservancy, 4245 North Fairfax Drive, Suite 100, Arlington, VA 22203-1606 (703)-841-5300 www.allhandsonearth.org
© Copyright 2012 The Nature Conservancy
SUBWAY FRESH FIT® should not be considered a diet program. Fit Mini Subs on white or wheat bread without cheese or condiments that contain fat. Fit Mini Subs include Turkey Breast, Black Forest Ham, Roast Beef or Veggie Delite®. www.wordworld.com
© 2012 Doctor’s Associates Inc. SUBWAY® is a registered trademark of Doctor’s Associates Inc. All rights reserved. Printed in the USA. US Version

28. Thank You!
Bryan
Harding
bharding@tnc.org

29. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Collin Lawson, World Wildlife Fund

30. ©
naturepl.com
/Juan
Carlos
Munoz
/
WWF
LIVE IN
NATURE
FUTURE IN
BUILDING A
WHICH PEOPLE
HARMONY WITH

31. WORLD’S
LARGEST
CONSERVATION
ORGANIZATION

32. 5
1.3
MILLION
MEMBERS
IN U.S.
WORLDWIDE

33. ©
Simon
de
TREY-­‐WHITE
/
WWF-­‐UK
WHY START
WITH WWF?
COLLABORATION
A CONSERVATION

34. THE PLANET
NEEDS
MORE
PANDAS
© John E. Newby / WWF-Canon

35. © WWF-Canon / Richard Stonehouse

36. BUSINESS
SUSTAINABILITY
MARKETING PHILANTHROPY
PARTNERSHIPS

37. ENGAGING CONSUMERS IN
CONSERVATION

38. CASE STUDY:
IN-STORE
ENGAGEMENT
MICROSITE
MEDIA
ENGAGEMENT
BOTTLE CAP ART
RE-BRANDED CANS

39. CASE STUDY: SUBWAY
ONLINE GAME
IN-STORE SIGNAGE ADVERTORIAL

40. © ESA

41. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Sandra Postel, National Geographic Society

50. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Shuan MacGillivray, One World One Ocean

51. ONE
WORLD
ONE
OCEAN
VIDEO
TO
PRECEDE
THE
FOLLOWING
POWERPOINT
PRESENTATION

52. More than 40
years of

53. A global
audience in
museums and

54. FROM GIANT SCREEN TO ALL
SCREENS

55. 24/7
ORIGINAL
ONLINE
PROGRAMM
ING

57. ON ALL PLATFORMS

58. THE LAST 12 MONTHS

61. “…It’s the
“An Arctic tale that intimate family
melts hearts” saga of a heroic
–The Los Angeles polar bear and
Times her two young
cubs that gives
the film its
emotional
power.”
– Hollywood The Arctic is
“To
Reporter indeed an eye
opening look into how
the Arctic needs our
protection.”

62. 41,000 Facebook followers with a peak weekly reach of 1.5 million
Over 1 million views on YouTube
Named Best Ocean Conservation Initiative By Treehugger.com
Named one of top 100 contributors on Buzzfeed.com
2 viral videos in 2 months, shared by TODAY and ABC World News
Named in top 10 best nonprofit websites for the iPad

63. A PLATFORM FOR MEANINGFUL
CONSUMER ENGAGEMENT

64. CAMPAIGN ELEMENTS
EXPEDITI FILMS EVENTS
ONS
DIGITAL COMMUNITY TELEVISI

67. JOIN US.

69. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Jeffrey Smoller, ENCSS & Rivers as Bridges

70. Rivers as Bridges 2012
Jeff Smoller
Sustainable Brands ‘12
San Diego, California
June 5, 2012

71. Rivers as Bridges 2012
Organizer:
Environment and Public Health Network for Chinese Students & Scholars
www.encss.org
Support:
• Iowa Dept of Natural Resources
• Wisconsin Dept of Natural Resources
• Schools, communities, business

72. Rivers as Bridges 2012
• Chinese – American junior scientists
• Chinese youth, teachers, chaperones
• July 20 – August 6; 44 events
• Iowa, Wisconsin, Illinois
• Field study, research, service
• Science & friendship posters
• Academic credits recommended

73. Rivers as Bridges 2012
Sister-Rivers
Yangtze – Mississippi – People
• 1972 Shanghai Communiqué
• 2008 Idea from Chinese scientists
• 2010 Idea from Iowa sister state leaders
• 2010 River Spirit Exchange (college pilot)
• 2012 Rivers as Bridges (high school pilot)
• 2012 – 2022 Rivers as Bridges
• 2022 New Friendship Communiqué

74. Rivers as Bridges 2012
Sister River Goals
Friendship, Peace, Prosperity
Sister River Themes
Culture, conservation, commerce
A project with a great deal of promise and imagination
- Former Secretary of State Lawrence Eagleburger

75. Rivers as Bridges 2012
Support:
• Chinese parents
• Midwest communities
• Businesses with China interests
• Businesses for friendship
• More support needed

76. Rivers as Bridges 2012
Friendship Opportunity:
“To me, you are America”
- China Vice President Xi Jinping in Muscatine, IA

77. Rivers as Bridges 2012
Muscatine, Iowa: July 23
• U of Iowa River Research Station
• Chinese and Iowa students
• Games and picnic
• Visit house of Vice Pres Xi Jinping
• Muscatine High School
• Dinner on the river

78. Rivers as Bridges 2012
Founders:
• Hanning Bi - Suzhou, China
• Maria Ontiveros - Iowa, USA

79. Rivers as Bridges 2012
www.riversasbridges.org

80. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Pam Blackledge, Environment Paper Network

86. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
Trevor Hall, Creative Visions Foundation

88. A REVOLUTION
IS HAPPENING...

89. I now believe there are over one -
and maybe even two - million
organizations working toward
ecological and social justice.
- Paul Hawken
Blessed Unrest

90. Creative Visions supports individuals
who use media and the arts to
create awareness of critical issues
and ignite positive change.

91. But it all started with one...

93. We are agents of
creative activists
We have supported over
100
Creative
Activist
Projects
which have impacted over
80 million
people worldwide

94. AN INCONVENIENT YOUTH
Slater Jewell-Kemker
Project Name: An Inconvenient
Youth
Project Type: Documentary
Film, Social Media Outreach
Issue:
Climate Change
Mission:
To inspire and mobilize young people around the world
to come together and work for a green, sustainable
future.
Website:
www.aninconvenientyouth.com

95. WE THE CHANGE
Soiya Gecaga
Project Name: We the Change
Foundation
Project Type: Documentary Film and
Website
Issue:
Education and Youth
Mission:
To inspire people to be the change they want to see
in the world.
Website:
www.wethechangefoundation.com

96. HAPPY
Roko Belic
Project Name: The HAPPY Movie
Project Type: Documentary Film
Issue:
Health and Well-being
Mission:
To take audiences on an entertaining and rewarding
exploration of the sources and benefits of happiness.
Website:
www.thehappymovie.com

97. VIDEO VOLUNTEERS
Jessica Mayberry
Project Name: Video Volunteers
Project Type: Journalism
Issue: Self-empowerment
Mission:
To use film and social media to educate American youth
about the financial realities of the poor and to scale
sustainable solutions that address their needs.
Website:
www.videovolunteers.org