So Good, the soya-milk brand, is to meet Samaritans to explore a potential fundraising partnership after the charity's idea for a cause-related marketing link was voted a winner at a conference last week.
Samaritans was among six charities to pitch ideas for campaigns to three companies before a live audience at the Marketing For Good conference in London.
The charity's pitch to So Good, by corporate fundraisers Catherine Harrison and Hazel Norval, was based on the 'healthy body, healthy mind' concept, and sought to link the health-giving benefits of So Good with Samaritans' promotion of emotional good health.
The mechanics of the campaign included So Good's sponsorship of Samaritans' 'Time for Tea' events; joint publication of a book with expert tips on beating winter blues by improving physical and emotional health; and a So Good 'Stay Chilled' fundraising Yogathon on 24 July, to remind people that Samaritans volunteers work '24/7'.
Other charities at the event were the NSPCC and Shelter, which pitched to HSBC, The Woodland Trust and the MS Society to estate agents Strutt & Parker, and The Variety Club which also pitched to So Good. Each had been given the brief a month earlier, and had 15 minutes to deliver their idea to senior marketers.