A+E Networks: Social Causes Reap Big Benefits to Both Brands and Those in Need

Each of the AE Networks39 brands present several causerelated campaigns over the course of the year Some like The HISTORY Channel39s quotSave Our Historyquot and Lifetime39s quotStop Breast Cancer for Lifequot have become longrunning annual initiatives Others are connected to a specific TV series or specials and occur on a onetime basis Regardless of their frequency the campaigns encompass a number of elements that magnify causes in the spotlight such as public service messages community events donations and opportunities for viewers to contact outreach organizationsThe efforts provide two main benefits explains Elizabeth Luciano AE Networks39 Senior Vice President of Marketing quotThe first is to have some sort of impact in the wider world above and beyond the entertainment spacequot she saysThe initiatives also play an important role in developing brand affinity with audiences she adds quotMany causes we lean into are central to what these brands deliver to audiences every dayquotquotSave Our Historyquot is a case in point It began two decades ago as a showcase for preserving historical landmarks around the US Since then it has expanded its scope partially due to viewer response quotWe39ve evolved over time to find new ways to help organizations preserve these valuable treasuresquot says Kim Gilmore The HISTORY Channel39s Senior Vice President of Corporate Outreach and Chef Historian quotFor a recent show called Tulsa Burning about the 100th anniversary of the Tulsa race massacre we gave a grant to help the only remaining building from that part of Tulsa a church that was burned and had significant damage That church is now a site where people go to find healingquotOther projects launched through quotSave Our Historyquot in recent years include the digitization of historical documents and photographs artifact searches and preservation and grants to keep alreadyrestored landmarks open to the publicThe brands39 cause campaigns also give valuable takeaways that viewers can immediately use For example a Lifetime movie that addresses the issue of domestic violence might be followed by information about a hotline for the abused And the quotStop Breast Cancer for Lifequot campaign provides information about setting up mammogram appointmentsProviding resources is crucial in many instances says Kannie Yu LaPack Lifetime39s Senior Vice President of Publicity Public Affairs and Social Media Strategy quotYou turn to the power of positive storytelling and you provide a takeaway that helps peoplequot she saysOne example of what Yu LaPack describes is quotGift of a Lifetimequot launched two years ago to coincide with Lifetime39s lineup of original holiday movies In 2020 five charities were spotlighted Officials from each organization picked a woman to receive a selection of gifts to brighten their holidays Participating advertisers in the campaign offered gifts to each person chosen They ranged from a nurse to a breast cancer survivorLast fall country music and TV star Reba McEntire participated in the campaign and picked the charity Thistle Farms which works with victims of sex trafficking and prostitution The person selected needed a new place to live She was given a fully decorated and furnished apartment with two years of rent paid in advance quotIt was truly a lifechanging momentquot Yu LaPack says McEntire is pictured at top with receipient Terriamp233 MooreLuciano has some advice for other brands interested in causerelated campaigns Especially when planning a multiyear campaign it39s important to undergo an extended period of due diligence quotConsider your audience39s interestquot she suggests quotDo surveys to learn what their top five or 10 issues are Study what organizations you want to work with carefully and make sure they operate within certain standards and guidelinesquotIn addition to helping those in need the brands39 various causemarketing campaigns create opportunities for advertising partners to amplify their own social values or initiatives Last year MediaVillage spoke with Lifetime39s David DeSocio Executive Vice President Ad Sales Marketing and Partnerships who encouraged ad partners to take advantage of these synergistic opportunities to magnify their positive impactExpect one or more new causecentric projects to launch on Lifetime The HISTORY Channel and AampampE during the second half of 2022 With more functionality coming to smart TV sets and devices the campaigns are likely to introduce some interactive features over the coming monthsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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A+E Networks: Social Causes Reap Big Benefits to Both Brands and Those in Need

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Simon Applebaum

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