Purpose Driven Campaign

Many corporations as part of their Corporate Social Responsibility (CSR) efforts have developed purpose driven campaigns that are designed to help others, help the planet or make things better.  Molson-Coors in Canada has partnered with Artist Raising Consciousness (ARC) to create public service announcements type videos that are hosted by the website The Message In The Bottle to raise awareness of alcohol related accidents and death.   www.tmitb.com
Molson also helps fund a collge campus based non-profit organization called The Student Life Education Company that promotes responsible drinking especially with youth.  The benefits are that their efforts educate young college students about the dangers of drinking too much alcohol and prevent unnecessary accidents, injuries or deaths.  Since the effort is being funded by Molson it is also perceived as a corporation trying to do something good for the community.  The downside is that the public may perceive it as a way for big business, in this case the alcohol industry, to try pacify those that have issues with the use of alcohol, like MADD for example or to save face.  I have to admit I'm a little sketical.  I'd need to see some hard statistics that prove that it really is working.  The director of the Student Life Education Company said, "you don't know if it is working, you only know when it doesn't and theirs a tragedy...."  It's a tough topic for me since my father died due to complication from alcoholism so their going to have a hard time convincing me that they're doing it for the greater good.  In my mind they are doing it as a gimmick to pacify the mainstream consumers so they can continue to sell beer and reap healthy profits.