Forming "Deep, Emotional Bonds" To Shampoo, Copiers

Two corporate giants, Xerox and Procter & Gamble, are launching new corporate social responsibility (CSR) campaigns. The Xerox campaign, "Let's Say Thanks," encourages customers to send postcards to U.S. soldiers stationed overseas. The postcards feature artwork by children; Xerox "is hoping to garner media coverage through the local drawing contests for kids." The P&G campaign, "Pantene Beautiful Lengths," encourages people "to grow, cut, and donate their hair to make wigs for women who have lost hair due to cancer treatment." P&G's Anthony Rose told PR Week, "We created the program to form a deep, emotional bond between our consumers and Pantene. Increasingly, we are learning that mere awareness of the brand, its functionality, and performance are not enough." Rose credited P&G's PR firm, DeVries Public Relations, with the idea for the campaign.