Ladies' Home Journal Challenges Agencies

Magazine Sets Up Competition to Do Good

By Published on .

Most Popular

Julie Pinkwater
Julie Pinkwater
Doing good can be contagious -- and, thanks to Ladies' Home Journal's new Do Good Agency Challenge, it can be competitive, too. The magazine's Julie Pinkwater explains.

I'm proud to be the publisher of Ladies' Home Journal, the magazine that adopted the forward-thinking "Never underestimate the power of a woman" slogan almost a century ago. I'm even prouder that we practice what we preach. Together with my partner, Ladies' Home Journal Editor in Chief Sally Lee, we brought a "Do good" philosophy to the magazine earlier this year.

This means more editorial coverage of ordinary women changing the world; more volunteer opportunities and ways readers can get involved; more group activities for our staff members (yes, that was us collecting shoes outside the Kellie Pickler concert at Madison Square Garden on behalf of Soles4Souls); and more awareness for brands and their philanthropic efforts.

In April, we introduced the Ladies' Home Journal "Do Good" stamp. Each quarter, we'll award the stamp to corporations and brands that are committed to doing good and that are an inspiration to all of us. The stamp is valid for two years and can be used by companies on their brand packaging and marketing materials to raise awareness of their philanthropic efforts. Be sure to check out our December/January issue where our first Do Good stamp recipients, chosen by an independent advisory panel, will be unveiled.

We have found that doing good is contagious, and that's why we created the Ladies' Home Journal Do Good Agency Challenge, which we kicked off last week. Mediavest, Mindshare and Optimedia in New York; MPG in Boston; and Starcom in Chicago are just a few of the agencies on board with us for this eight-week challenge that involves volunteer activities and donation drives.

The first donation drive will focus on the theme of "Doing good for the hungry," and we're asking agencies to collect canned and packaged goods (such as soups and pastas) to benefit Boston Rescue Mission, New York's City Harvest and the Greater Chicago Food Depository. We'll also promote volunteer opportunities on a robust microsite we created to support this initiative. Ladies' Home Journal and employees of our corporate parent, Meredith Corp., will also take part to help us reach our collective goal of 1,500 items donated and 3,000 volunteer hours served over eight weeks.

Other collection opportunities will be centered on children (benefiting Children's Aid Center in New York, Cradles to Crayons in Boston and the St. Vincent De Paul Center in Chicago); animals (benefiting Alive Rescue in Chicago; Animal Care and Control and Animal Medical Center in New York; and MSPCA Angel in Boston) and the homeless (benefiting the Salvation Army). On, we'll be blogging and posting "Do Good" photos of the week to keep everybody fired up. Agencies will be able to see how they stack up against the competition.

What's everyone competing for? Besides bragging rights, of course, the agency with the most goods donated and volunteer hours served will win a holiday happy hour celebration.

The winning agency will be announced the week of Dec. 7. But when doing good is involved, aren't we all winners?

Julie Pinkwater is VP-publisher of Ladies' Home Journal.