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Joanne Fritz

March of Dimes Claims Mother's and Father's Day

By April 30, 2012

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Imbornto cause marketing campaign from the March of Dimes.

The March of Dimes wants the world to know that happy, healthy kids can do anything they want.

With maybe the cutest campaign ever, and exquisite timing planned to capture the huge Mother's and Father's Day gift market, March of Dimes launches imbornto.

At first glance the campaign name looks a little strange, but then the light bulb goes on and it resolves to "I'm Born To."

Born to do what? Well, how about cook, rock, dance, build, fly, and create.

As official partner of Mother's Day and Father's Day, the March of Dimes believes "every baby is born to do something great." To help those babies along, the charity last year nurtured more than four million of them through its activities in research, education, and vaccines.

March of Dimes has teamed with a bunch of business partners (I can only imagine how quickly businesses are hopping on this campaign) such as HSN, Kmart, Famous Footwear, ProFlower, USAToday, People, RealSimple, and WhatToExpect.com. Wherever you see the March of Dimes imbornto logo, you can expect a portion of your purchase to go to the March of Dimes or to have the opportunity to add a donation.

The imbornto campaign will make a big media splash from just before Mother's Day (May 13) until Father's Day (June 17).

But, this won't be a one-off. After this year's soft launch, imbornto will continue. Could its motto, "official partner to Mother's and Farther's Days," become as ubiquitous as the Cancer Society's official sponsor of birthdays?

Kudos to the March of Dimes for its creative thinking and one of the nicest cause marketing campaigns so far this year.

Here is the campaign page with all the graphics, a PSA (too cute!), and how you can get involved whether you are media, a business that would like to participate, or a consumer who wants to give back.

A news release sums up the goals of the campaign, and this podcast by Joe Waters (Selfish Giving) and Megan Strand (Cause Marketing Forum) features an interview about the campaign with a March of Dimes official.

More about Mother's Day:

More About Cause Marketing:


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