Ep207: Aflac's Cause Marketing is Model for Companies That Seek Purpose with Profit

Today on CauseTalk Radio, Megan and I talk to Buffy Swinehart, Senior Manager, Cause Marketing for Aflac, on the company's Duckprints campaign to fight childhood cancer.

One of the key features of the campaign included rallying people across America to create or share posts related to childhood cancer using the hashtag #Duckprints on social media. For each social media activity, Aflac pledged to contribute $2, up to $1.5 million.

All told, there were more than 900,000 social media engagements across Facebook, Twitter, Instagram and YouTube, making this the first time that the program, which began in 2013, has reached its goal of $1.5 million in contributions.

Buffy Swinehart, Aflac

Buffy Swinehart, Aflac

On the show, Megan, Buffy and I discuss:

  • How did Duckprints get started? A fundraiser's cold call on Aflac's foundation led to a $3 million gift, a corporate commitment to fighting childhood cancer and Duckprints. Wow!
  • How Duckprints evolved to a social media fundraiser with the hashtag #duckprints.
  • How Aflac is a great example of how traditional corporate giving can evolve to something much bigger when companies involve employees and customers.
  • How Aflac raised money through social media, peer-to-peer fundraising and selling duck-related products.
  • The business benefits of the Duckprints campaign. 
  • What Buffy would recommend to other companies that are interested in creating and growing a cause marketing program.
  • Aflac's plans for Duckprints in 2017.

Show Notes

Aflac Duckprints Website