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Let's Build Their Dreams: Danone Mexico and the Casa de la Amistad para Ninos con Cancer, I.A.P.
內容大綱
In 1997, the Mexican subsidiary of the Groupe Danone, a global actor in the food industry, decided to launch a cause-related marketing campaign jointly with a civil society organization. The chosen partner was the Friendship Home (Casa de la Amistad para Ninos con Cancer, I.A.P.), an organization engaged in providing free medical treatment to low-income children suffering from cancer. Through the campaign, called "Let's Build Their Dreams," the company donated a fraction of the price of each yogurt product sold over a period of time.