Here is a link to Bristol-Myers Squibb's https://www.lighttounite.org/. This is an excellent example of a company executing a cause marketing campaign to meet the needs of both the general public and achieve its business goals.
The website's was launch coincided with World AIDS Day (December 1, 2006). The website encourages visitors to light a virtual candle. Bristol-Myers Squibb promises to donate $1 to the National AIDS Fund for each virtual candle that is lit.
Interestingly, World AIDS Day has a site on MySpace which it uses to promote awareness. Here is a link to the World AIDS Day Myspace Site.
This graph shows AIDS related discussion increased enormously as a result of World AIDS Day (December 1, 2006).
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