NEW YORK, September 14, 2010
– Ladies’ Home Journal has announced the most recent
group of “Companies that Care” to be honored with its
“Do Good” stamp. The three companies will be featured in the
October issue of the magazine and on LHJ.com. Additionally
they will receive an insignia that can be used in brand
packaging and promotional materials to raise awareness for
their cause-related efforts.
Ladies’ Home Journal magazine introduced its “Do
Good” stamp in April 2009 to celebrate corporations and
brands that are committed to giving back to the community.
To date, 20 companies have received recognition for their
philanthropic efforts. To receive the stamp, a company’s
charitable works must be innovative, results-oriented, and
involve both its consumers and employees. Recipients of the
“Do Good” stamp are chosen by an independent advisory panel,
and are granted use of the stamp for a two-year period.
The honorees are:
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JCPENNEY – Keeping Kids Safe After School
JCPenney has contributed $80 million over the past
decade to after-school programs offered by the YMCA,
4-H, and others nationwide. With the recent economic
downturn, JCPenney’s donations have helped to keep many
of these programs afloat, such as the $250,000 donated
to a New York City-based Boys & Girls club that was
facing devastating budget cuts.
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YAHOO!
– Creating an Online Community of Givers
Yahoo! enables good deeds to grow exponentially by giving
its 600 million users a broad platform to rally around
causes, including mobilizing when disaster or hardship
strikes. For instance, after Haiti was ravaged by an
earthquake in January 2010, Yahoo! users donated $1.5
million to relief efforts via the site’s “How to Help”
links. Additionally, last April, Yahoo! featured a story
about a woman who was paddle-boarding to raise money for
breast cancer and inspired Web surfers to contribute $92,000
to the cause. These are just two examples of how good grows
on Yahoo!.
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MILK-BONE
– Training Dogs to Aid the Disabled
Since 1997, Milk-Bone has supported more than 350
service dogs, helping to transform the lives of their
disabled owners. Milk-Bone works with the non-profit
organization Canine Assistants to finance some of the
dogs’ $12,500 training cost and pays for lifetime
feeding and vet care.
The advisory panel reviews “Do Good” applications and
awards the stamp on a quarterly basis. The Ladies’ Home
Journal “Do Good” Stamp is part of a larger,
cross-platform initiative, which includes in-book editorial
and advertising, an online “Do Good” Channel (lhj.com/dogood)
that promotes volunteer efforts and a “Do Good” Agency
Challenge, which encourages advertising agencies to get
involved in their communities.