Jollypeople attended a fabulous bank function to support Ovarian Cancer Research this week. In a week where funds have been frozen, types of trading stopped, people losing jobs, it was instructive to see cause related marketing working hard, achieving success. We paused to reflect how good health is the factor governing everything most of us do. In a beautifully set out room overlooking a lake, television personalities hosting amidst hundreds of delighted, frocked up women out to have a good time, it was sobering to hear real-life stories shared by successful women who had battled the illness themselves or had a family member struck by ovarian cancer.  We were reminded there is currently no test to find incipient ovarian cancer.

There were brave male sports stars who gave their time, sold flowers, serenaded and made promises (none rash, although we did have one sweet football compere admitting since he was so lonely, he was offering anything!) to aid the cause.  Fashion, hair, jewellery was very well represented with a colorful fashion parade inspiring women to engage in intense discussion about what one could, or couldn’t wear.  A prominent television station had sent their charming, popular comperes to host.  Talented rising stars of music made the event come alive.

The event had the buzz jollypeople.com finds when attending charity functions. The feeling of inclusiveness, of sharing a common goal, of empathising is palpable. There is a sense of joy in the celebration.

The bank was subtle, it didn’t self-promote on the day, it didn’t need to, the message was clear.  It said, we thank and appreciate you as clients by inviting you here. It said, we support and encourage this cause.  It said, we join in understanding the community wants to help those wishing to improve the lives of others.

Cause related marketing at it’s best.