Teva’s BOGO Cause Marketing Returns Company's Philanthropy to its Watery Origins

Teva, the footwear company, started out making sandals for Colorado River Guides. And at its founding in 1984, Teva supported the nonprofit Save the Colorado, as it still does today. But as the company grew the footprint of its corporate philanthropy got ever-wider and more diffuse.

No one likes to say to worthy causes with compelling stories, after all.

But in this exclusive interview on the topic with the cause marketing blog, Jaime Eschette, the company’s long-time public relations manager told me that with the company’s current cause marketing effort… called A Pair for a Foot… the company returns to its watery heritage.

With every pair of Teva’s purchased in 2011 and 2012, the company and its partners will protect a linear foot of river, lake and ocean waterways, with a goal of protecting 4.3 million linear feet of water. It's a Buy One, Give One (BOGO) with a twist.

The effort includes employees, retailers, and volunteers as well as cash donations to the partner causes. The key partners are the Waterkeeper Alliance, Ocean Conservancy and Save the Colorado. Other capable charities will also participate.

Watch now to learn how Teva refined its corporate philanthropy efforts by interacting directly with its customers.
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