Target, JAM'N 94.5 Use Cause Marketing to Help Kids Lift Heavy Load

I have a sad story to tell you, but it has an ending that will make you smile and give you hope.

Because my hospital serves families from some of Boston's poorest neighborhoods, we get our share of children in our emergency room who are victims of neglect and violence. Sometimes it's a toddler who arrives with a parent who's relapsed on a heroin habit. They can't care for their child anymore, and if there is no relative the child has to go to foster care.

Sadly, it happens a lot more than you think.

To help kids make the transition to their new homes, the caring people at my hospital created Pieces of Home. These good people collect new items like blankets, toys, stuffed animals, pajamas, even underwear (Remember, these kids aren't going home again. They have nothing.) and sort them by age group from infant to teen and give them to needy kids in brand new back packs.

To help kids with this heavy lift the Target in Boston and the city's #1 hip-hop radio station, JAM'N 94.5, teamed up yesterday for a backpack collection drive.

The event was a huge success. We filled hundreds of backpacks.

The promotion the gang at JAM'N 94.5 did for the drive was incredible with Ramiro, Pebbles and Melissa plugging it daily and speaking passionately about the program.

Target was a gracious host, donated nearly all the backpacks we needed and put their South Bay retail team at our disposal for the event.

We also had other generous sponsors: Converse, Lego Universe and Spinelli's. And a big thanks to Bell Biv Devoe for stopping by!

The story behind Pieces of Home is a sad one, for sure. But thanks to the Target, JAM'N 94.5 and all the people that donated, this is one dark cloud with a silver lining.