Four organizations are benefiting from a campaign in 51 malls across the country that was created by out-of-home media provider Eye USA. The company is using its network of Eyelite units on behalf of more than 50 of its clients to support the American Heart Association, the American Red Cross, Breastcancer.org and New York Cares.
The effort, which started Feb. 14 and runs through Sunday, was launched as a result of internal meetings and is the first initiative in the company's Eye Have a Heart campaign. "We have biannual brainstorming meetings across the offices to give people a chance to brainstorm about how to change the business, improve the business, anything," says Michelle Schiano, Eye's VP-marketing. "One of the things that came out was to do something about a cause."
After internal and external input, the company chose the four charities it wanted to support. It then asked its clients and industry associations to nominate one of the four charities. For every nomination, the charity would get two mall posters. In addition, clients that nominated a charity were sent information on what they could do to donate time and money to that cause.
Eye's U.S. printing partner, Venture Printing of Chattanooga, Tenn., donated printing services and Squeaky Clean, New York, volunteered its posting services. In all, 200 posters were put up across the country.
Once the posters were in place, Eye was contacted by some of the malls to find out how they could get involved as well.
"We hoped that there would be a ripple effect in supporting these charities," Ms. Schiano says. "It was one of those things that we wanted to do because it was a charitable, good thing to do."
Now Eye's three offices – in New York, Los Angeles and Austin, Texas – are each planning an event day to support one of the charities. For example, the New York office is planning New York Cares Day. The company also posted an internal blog, inviting employees to share their experiences with the cause effort.
The company is already considering its next cause step, which will be a topic at the upcoming brainstorming meeting in April. "The whole point is for it to be very interactive, to give everyone a voice," Ms. Schiano says. "It's been great. The charities have been very appreciative of this opportunity."