New Conference Links Nonprofits & Entertainment

One prediction I often make is that causes will one day be integrated into every aspect of our lives. When we’re shopping, eating out, or exercising. And, of course, when we’re watching television, enjoying a night at the movies, or rooting for our favorite celebrity.

The intersection of cause and entertainment is the subject of a new conference on October 11th in Washington D. C. Cause Placement 2012 will explore strategies and initiatives that create win-win matches between causes and content–embedding messaging and marketing into the influential channels of entertainment including movies, television, celebrity activation, publishing, music, and gaming.

Photo via Courtney Howard,

A recent example of cause placement in action was the sock drive Disney launched with Hanes for the release of the summer movie The Odd Life of Timothy Green. If you’ve seen the movie–or even the trailers for it, which seem to be everywhere–you know that socks play a key role in hiding the secret that Timothy came from the garden!

In exchange for new socks from moviegoers, Hanes offered to match donations up to 10,000 pairs of socks. The Association of Gospel Rescue Missions (AGRM) ensured the socks were distributed to needy families.

As Philips McCarty, principal of Good Scout Group, one of the organizers of the event explained.

“It’s more than just marketing; it’s about integrating from scripting through production, events and social channels and so much more, to connect audiences with the larger themes told through songs and stories,” he says. “This is the only conference I know of that is all about joining people from the entertainment industry with folks from the nonprofit world to take an in depth look at how cause can be an integral part of the entertainment industry.”

Speakers include leaders from United Talent Agency, Discovery Channel, Sony, Lifetime, and USA Networks. Likewise, attendees will also hear from non-profit executives from organizations such as The United Nations Foundation, Hollywood, Health & Society, Malaria No More, International Rescue Committee, and The National Fatherhood Initiative.

The promising part of the conference is that the focus will be practical and hands on.

  • — René Jones of United Talent Agency and Joel Goldman of Malaria No More, along with other nonprofit and celebrity relations executives, will talk candidly about realistic approaches to celebrity engagement & activation.
  • — How do non-profits become critical resources to Hollywood executives when planning cause story lines and content? Learn how it works from Sandra de Castro Buffington of Hollywood, Health & Society.
  • — The big screen meets nonprofits when executives from Discovery Channel, the National Fatherhood Initiative, and independent producers and directors talk candidly about turning your cause into movie content.

Free Conference Tickets!

This will be an interesting and exciting conference, and we’re giving five of you a chance to attend for FREE! Just leave a comment below, and you’ll be entered into a drawing to win free tickets, which are regularly $150 each. I will be picking 5 free ticket winners by Friday, September 28th at 5 pm.

You can also save $100 off the purchase price right now by visiting the Cause Placement site and using the promotional code RAZOO. Tickets are limited at this price. So if you live in the D. C. area and are eager to attend, book now!