A US pest control company showed how choosing a cause with a natural link to the company’s products can make marketing sense and create extra opportunities for leverage. 
Recently Orkin Pest Control launched a cause campaign, ‘Fight the Bite’, with a goal of raising $100,000 for 10,000 insecticide-treated mosquito nets for use in Africa.
Orkin partnered with the United Nations Foundation and the Centers for Disease Control on the project, which seeks to cut down on the number of malaria-related deaths in Africa.
The idea came out of a brain-storming session after Orkin’s Chairman had challenged staff to come up with a big idea.
The five-month campaign is targeting consumers with a Web site (nets.orkin.com), an e-mail blast, and city tours in conjunction with the UN’s sister campaign, Nothing but Nets.
It also promoted the campaign at World Malaria Day in New York April 25. Customers can contribute $10 online to help purchase a net and teach its recipient how to effectively use it. Additionally, Orkin committed to donating one net for every mosquito service it sells this season.
Orkin internal campaign launch included a closed-circuit television announcement, an event at the company’s headquarters in Atlanta, and a special section on their intranet for employees.
Source: www.prweekus.com
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