And then I'd like to look at another area
which is the (PRODUCT)RED.
Although this isn't strictly
a not for profit sponsorship,
you would probably call it more
I think it is another good example
of how not for profit engagement
can create real buzz, real activity,
and real marketing opportunities.
For me, there are a number of
very interesting factors
Obviously, it's been championed by Bono
and so has very much
the celebrity appeal
and set up obviously to raise money
for HIV and AIDS in Africa.
But I think
what's interesting about it
is that it hasn't set up
a separate organization
to invest that money.
The money raised
goes into an existing structure
called the Global Fund against HIV/AIDS.
Their significant, obviously,
intangible benefits in that
and what it gives is a tremendously
impactful marketing platform.
And we can also see that the results
have really being quite impressive over
what has been
a relatively short period of time.
So since March 2006,
nearly $50 million has been raised.
As we can see here,
a broad range of companies
have taken part in it,
from Gap, American Express,
iPod, and so on,
seeing the opportunity
to create a point of difference
within the marketplace
to support a cause,
to really create that marketing platform
that can be so successful.
Huge press and PR success.
And obviously, continually driven
by the figurehead that is Bono,
but even so, still a very,
very successful activity
within a relatively
short period of time
has really raised the issue ahead
and continues to add more corporations
who wants to take part in this activity.