CMO Council Names 'Pause' Winners

Contest Builds Creative Support for Online Research Project

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The CMO Council has named the winners of its public-service advertising contest, Pause to Support a Cause, which was created to boost support for the organization's Survey for Good program that raises money for nonprofits based on public participation in online market research.

The grand-prize winner, Zeek Earl, a Seattle-based filmmaker, won for a 30-second TV spot, "Pause Your Life," based on the message that anyone can spare a few minutes during the day to support a good cause. Mr. Earl's video was chosen from more than 300 entries. Winners were named in video, print and banner ad categories. The contest was powered by Zooppa crowdsourcing platform, a global social media network of creative professionals and students.

"What we're hoping to do here is to do good as well as to do better when it comes to market research," says Donovan Neale-May, executive director of the CMO Council. "Instead of giving rewards like points and gizmos, [companies can] put money toward cause efforts where it matters more."

Pause to Support a Cause seeks to build a community of 3 million to 5 million people globally who will participate in market research efforts. According to Mr. Neale-May, about $20 billion is spent globally on market research this year. What the CMO Council wants to do is funnel as much as $2 billion of that into cause marketing, rewarding people who participate in research surveys by contributing to a charity of their choice.

"Our goal is to make a significant financial gain to the nonprofit sector," he says, adding that the idea for the program came from Ed Martin, campaign director and senior fellow of the CMO Council and director of international insights and new methods at Hershey Co.

"We also want to enable the mobilization of surveys," Mr. Neale-May says. "You've got 4.5 million people with mobile phones. You've got brands going into new countries where there aren't established [communications] lines. The mobile phone becomes a tool that allows us to tap consumers who aren't normally accessible."

The point of the contest was threefold: First, the council wanted to develop creative that would make the public aware of the program. Second, it wanted to spur the 250 nonprofits that have signed up to participate to spread the word to their audiences. Participating nonprofits include the American Red Cross, DonorsChoose.org, Feed the Children, Malaria No More, March of Dimes, Marine Toys for Tots Foundation and Special Olympics.

"The third [point] is to get corporations more engaged and involved," Mr. Neale-May says, "and also get the media companies to help us." As part of that, the CMO Council is working with the Custom Content Council to reach branded content media.

The contest was judged by a jury of marketing and social media leaders, including Jeffrey Hayzlett, CMO, Eastman Kodak Co.; Eric Lent, VP-marketing excellence, Hershey Co.; Kristen O'Hara, senior VP-managing director, Time Warner Digital Media Group; and Chris Stephenson, CMO, Interscope/Geffen/A&M Universal Music. As the grand-prize winner, Mr. Earl will receive a trip for two to Africa to document the deeds of the Freeplay Foundation, a nonprofit organization that distributes sustainable, self-powered and environmentally friendly technology.

"The initiative is to get people to participate in market research studies," Mr. Neale-May says. "There are companies that are stepping forward that are committed to [corporate social responsibility], and they're interested in making a contribution."

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