March of Dimes, the leading nonprofit organization for pregnancy and baby health, will launch a national cause marketing campaign titled imbornto, encouraging consumers to shop, dine and donate wherever the March of Dimes logo is displayed. The effort taps into our collective hopes, dreams and aspirations that we have for our babies and ourselves. The first annual campaign’s goal is to increase awareness of the mission of the Foundation and to widen its relevance to a greater number of individuals as well as raise money for the organization’s vital research and programs.
With the overarching message that ‘every baby is born for something great,’ the cause marketing campaign, imbornto, helps to establish a greater significance for March of Dimes. imbornto illustrates that the milestones and contributions of research, vaccines, education and breakthroughs by the March of Dimes enable babies to be born healthy, stay healthy and be and do whatever they were born to do. The campaign will utilize a wide variety of media including print, out-of-home and digital outlets nationwide such as Real Simple, PEOPLE, Titan Outdoor, Everyday Health and USA TODAY, plus public service announcements (PSAs) and ongoing corporate partnerships in its first year out, expanding further in 2013.
Through this campaign, March of Dimes will become the “Official Partner of Mother’s Day and Father’s DaySM.” Every time a baby is born, so are a mom and dad. There is no more resonant partner for mothers and fathers than March of Dimes, and no better time to celebrate the work of March of Dimes than Mother’s Day to Father’s Day. March of Dimes will own the time frame, creating significant opportunities for partners and products. The Foundation will partner with media, retailers, sports, entertainment and brands to become “The Official Partner of Mother’s Day and Father’s Day.SM”
Since its founding in 1938 by Franklin Delano Roosevelt, March of Dimes has forged a distinguished path of ground breaking research and life saving advancements. Virtually every research breakthrough in maternal and infant health, from the invention of the polio vaccine to the discovered link between folic acid and neural tube birth defects, has been with the leadership, direction or participation of March of Dimes. Today, the Foundation is as important as ever. “We are incredibly fortunate to have millions of people and businesses who tirelessly volunteer, fundraise and donate so that we can continue to do our work; however, there will always be findings to uncover, conditions to prevent, diseases to eradicate,” states Dr. Jennifer L. Howse, president of the March of Dimes. “Thus, our efforts to raise awareness, financial support, and ensure an understanding of our mission are paramount. We believe that the imbornto campaign will connect with everyone who comes across it.”
The imbornto campaign will feature a call to action encouraging consumers to shop, dine and donate where they see the March of Dimes logo during the Mother’s Day to Father’s Day timeframe. The initiative will work closely with corporate partners such as HSN, The Honest Company, ProFlowers, Destination Maternity, Kmart and Famous Footwear, and offer donation opportunities unique to each partner either on line or in store. The shopping period between Mother’s Day and Father’s Day generates $27 billion in sales each year, allowing the March of Dimes an ability to increase awareness, relevance, exposure and ultimately raise funds to support research and advancements.
For additional information, fact sheets, or to set up interviews with our President or executives, please contact:
Cathy O’Brien or Catherine Pope of AAMBrand Marketing at (212) 661-1336 or via email at
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