What I feel grateful for Thanksgiving...

Since it is Thanksgiving I might as well diverge a little bit and write about what I am thankful for for 2009.


I still remember this time last year I was sitting with a group of beggars and volunteers in a church, praying to God and enjoying turkeys, cranberry sauce, mashed potatoes and pumpkin pie - that was my first real American Thanksgiving dinner, and I was grateful for spending it cooking for the poor and the homeless, listening to their sad stories, soothing their tortured hearts, and extending gratitude for the extravagant food and love. This Thanksgiving I'm sitting alone at my desk - there is even no turkey - but I can feel more joy and gratitude.

I am thankful - for all the difficulties that almost devastated me this fall, for my family, friends and professors who've been supporting me with great patience, for the bumpy journey of learning and navigating social media (my newly found passion), and for the most amazing serendipity of cause marketing and corporate philanthropy.


When I felt I could no longer sustain the pain I was told "this too shall pass" by Steven Gross, founder of Project Joy at Life Is Good; when I was mired in despair and almost lost hope I was told to make a wish to the Santa Claus at Macy's; when I was indulging in my own miseries I was told there were angels expecting merely a doll or sweater for the Christmas; when I was a little crushed by negativity and pessimism the movie "My Sister's Keeper" told me how cancer patients were fighting for their happiness and spreading their optimistic spirit... when I first embarked upon the journey of exploring causes and philanthropy, it was like an outlet for my pain and grief. But more and more I realize how wonderful it is to align brands with causes. If I were a brand I've become stronger, more optimistic, loving and responsible through learning all the little, cute, warm stories... what about for other brands and businesses? I feel cause is no longer just the embodiment of CSR (Corporate Social Responsibility) - cause actually helps a business understand the meaning of "love" "humanity" and "responsibility"; cause helps a brand connect to its customers, employees and the community, but more importantly, it helps it connect to its core value, its significance, its mission and unfinished tasks.


Just like the words of wisdom from the Life Is Good Book: 

Takers may eat well, but givers sleep well.

Take your love everywhere you go.

I am proud of spreading the message: With Love, Here for Good. I am thankful for relearning myself through participating in cause. What about you? What are you thankful for?

Häagen-Dazs Loves Honey Bees: the Right Cause Could Be the Best

I love ice-creams. I love honeys. But little did I know millions of bees have been disappearing from their hives in a poorly misunderstood phenomenon known as Colony Collapse Disorder (CCD). How can I still enjoy those honey flavors without the hard work of adorable bees? Häagen-Dazs told me the story about bees' dire situation in an interesting viral video:





When I first watched the video on the microsite dedicated to the campaign "Häagen-Dazs Loves Honey Bees" - I think the video was not properly conducted - there were no explanation, no story, no call-to-action. But when I found out the video was viewed by more than 1 million people I was amazed. And some of the comments are as follows:


"A funny video to raise awareness of a serious matter!"
"HaHa!!! The DJ is hilarious!!!!"
"Love the music!!!"
"A funny video to raise awareness of a serious matter!"
"Kool!
"lollololololool..."


Undeniably there were negative comments but pale in comparison to the positive ones. As I ponder over the seemingly untraditional way of doing cause marketing, I realized how important it is to align your brand with a cause that really resonates with your main stakeholders.


So who'd be an ice-cream brand's major consumers? Kids, young people... you'd say. That's for sure.
This is why a fun hip-pop music and dance could gain such popularity with online groundswell. And you think those healthy, carefree, energetic, sweet-tooth, fun-loving, ice-cream fans would feel more affinity to cancer patients, the poor and the homeless than diligent honey bees? I doubt. Obviously the latter has more to do with what they consume - isn't it enormous pain that they could not savor their favorite honey flavors?


That's my point - don't jump on the bandwagon and follow the "latest cause". The fittest could be the best.


In addition, do research regarding the media channels your major stakeholders/consumers find information. If they are 18-34, most likely they will be glued to their computers searching online 7/24. Social media, interactive Web sites, and viral marketing must kick in to engage the audience. Offer some freebies too - look for Bee Store and get a bee wall paper and screen saver for free.


So, are your brand still try to squeeze into the cohort supporting the most "prominent" cause? When are you planning to find your "Cause Right"?

Spreading Love, Hope and Good Vibes @ Life is Good

"This too shall pass" - Steven Gross wrote me this months ago when I was going through an almost-devastating personal ordeal. Steve, the "Founding Playmaker" of Project Joy, a non-profit sponsored by Life is Good, introduced me to a world brimming with optimistic and resilient spirit.

So... Life is GOOD.


For someone who has been in the U.S. for only one year, I was not familiar with the brand but am immediately attracted to its upbeat vibe. Seems I am not the only one - thousands are following LIG on Twitter and it boasts a 6-figure number of fans on Facebook - to spread wide smiles initiated by Jake and Rocket. On its Web site inspiring letters - FUEL - truly touches my heart and makes me stronger.

But the brand wants to bring even greater social impact - its Kids Foundation help children get through unfair challenges including the trauma of violence, poverty and loss. Project Joy, the major foundation beneficiary, uses the "healing power of play" to help kids become healthy players at the game of life.



The products at Life is Good might not compare luxuries at similar stores, but its honorable vibe imbues the brand with a soul, a humane heart and a full spirit - the merchandises thus become special. The brand also connects millions who need a little strength, hope and joy out of a might-be chaotic life.

I bought LIG book - the profits of which will go to the Kids Foundation - so I did my today's share of good.

Believe in Santa? Make A Wish @ Macy's.

Do you believe in Santa Claus? Have you ever written him a letter to speak your wish? This Christmas please do so at Macy's and spread your love and hope to kids with life-threatening medical conditions.

When 8-year-old Virginia O'Hanlon asked the question about the existence of Santa in 1981, she might not know how she had helped remind the world what it meant to believe. When the editor at the New York Sun said "yes, Virginia, there is a Santa Claus" he might not realize decades later the story would inspire Macy's to partner with the Make-A-Wish Foundation. The 2009 Believe campaign successful captures the spirit of holidays and send out messages of goodwill, generosity, optimism, love and hope.

It's a magic - even if you and me are adults we can still believe there is a Santa Claus - "he exists as certainly as love and generosity and devotion exists." My heart trembles whenever I read the editor's response in 1981.



And reading the stories and looking at the pictures of this year at Macy's microsite http://social.macys.com/believe2009?
More than ever, I want to write a letter addressed to Santa at the North Pole. Go to Macy's and drop it in the love-and-magic-replete mailbox.