iHeartMedia, Horizon Media on Embracing Impactful Cause Campaigns

For Alexandra Cameron39s iHeartMedia39s Senior Vice President of Unified Partnerships it boils down to meeting a quartet of criteria all starting with the letter CCare Do enough people in the desired audience for this effort care about the subject explored through the campaignConsensus Does the campaign dovetail with what people generally conclude about the subjectCapability Do you have the creative team and other resources necessary to pull off the campaign in an effective impactful mannerCapacity Can your associates handle the campaign inhouse and if not assemble additional staff and tools to do so as well as prepare followup messages or community outreachquotDo you have the bandwidth the human capital and the resourcesquot Cameron asked quotWhere do you need to show upquotLeave it to Angela Kosniewsky Managing Director of issueraising advertising firm 180 NY to bring up critical questions about running these campaigns quotIs it a oneshot initiative or are you actually changing culture What39s inherent in your company to accelerate purposequotCustomers can see thatquot she asserted quotYour employees can see that What do you want to bring forward That39s the responsibility of management to ask how your audience thinksquotOne example of an iHeartMedia project that transverses that roadmap is quotShow Your Stripesquot designed to open job opportunities to veterans returning from tours of duty overseas The company39s radio personalities joined forces with entertainment celebrities to participate in a variety of media venues In the process more than 200000 job applications were processed quotIt was a rallying cry across all of our channelsquot Cameron saidAt 180NY the campaign known as quotNOWYORKquot out to stimulate activity among local restaurants cultural landmarks and small businesses impacted by the coronavirus pandemic came together in quick fashion Numerous organizations from local newspapers to the New York Yankees and New York Mets donated thousands of dollars in free media including billboards and signage at sports stadiums to highlight quotNOWYORKquot all over New York Boston and other major cities quotThis was the easiest moment of my career rounding up people to do whatever was needed for this campaignquot concluded KosniewskiCampaigns can work with humor or a light touch to make their points with the public In quotDon39t Stopquot another project associated with citizenry and businesses staying the course amid the pandemic usergenerated content on that theme was encouraged for display on YouTube quotIt was a fun inclusive highimpact campaign that directed people to find informationquot noted CameronKosniewsky detailed a 180 NY advocacy campaign The goal make the public aware of laws in many states that tax feminine care products socalled quotPink TaxTampon Taxquot charges quotIt was mindblowing to learn that in these states tampons and other feminine care merchandise are not considered necessities and are therefore taxable while products like Viagra are not taxablequot she explained quotThe passion was thereamp160the work was there awareness was raised and other organizations are picking up the issuequot she said quotThis is an educational moment we cannot ignorequotThis panel was part of an allday Advertising Week NY track sponsored by New York Interconnect NYIamp160a joint venture between Altice USA Charter Communications and ComcastClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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iHeartMedia, Horizon Media on Embracing Impactful Cause Campaigns

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Simon Applebaum

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iHeartMedia, Horizon Media on Embracing Impactful Cause Campaigns

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