In a new strategic approach launched by The SOAP Group (Sustainable Organization Advocacy Partners), the More Than Promote^SM campaign encourages marketing, communication and design professionals to reframe the way that promotions are engineered and measured.

A reaction to the current state of consumer distrust and confusion, More Than Promote^SM offers an opportunity for marketing professionals to participate in a new dialogue surrounding the role of marketing in our culture. The campaign asks marketers to take the following pledge:

"Wherever and whenever possible, I will develop promotion that has social significance. I will architect campaigns that have corporate, civic and cultural value."

The pledge can be found online at www.morethanpromote.com where professionals from Fortune 500 companies to independent consultants are taking the pledge and becoming part of a growing movement.

To catalyze the marketing community to push beyond trite green marketing stereotypes, the framework of this movement articulates three sets of measurable goals for promotion:

• Corporate Return on Investment


• Civic Return on Impact


• Cultural Return on Intention

"We're starting to see a lot of genuine dialogue happen around the responsibilities and untapped capabilities of promotion," explains John Rooks, president and founder of The SOAP Group. "Our sponsorship on CSRwire has provided great visibility to the campaign, as indicated by site traffic and the professionals who have already taken the pledge."

The first 25 marketers (starting April 30, 2010) who take the pledge on www.morethanpromote.com will receive a free advance copy of the book More Than Promote - A Monkeywrencher's Guide to Authentic Marketing; debuting on June 23rd at the LOHAS Forum in Boulder, Colorado.

More Than Promote^SM is a both a campaign and a philosophy launched by The SOAP Group in an effort to provide marketing professionals with the language and tools to become real participants in triple bottom line activation. Take the More Than Promote Pledge at www.morethanpromote.com and become part of a growing movement of marketing professionals who are catalyzing the positive impact marketing can have on the world.

The SOAP Group™ (Sustainable Organization Advocacy Partners) is a creative communications firm specializing in architecting brands "¨and promotions that activate sustainability and social justice. Committed to developing promotion that does more than simply promote, SOAP creates authentic brand platforms with social significance and campaigns that have corporate, civic and cultural value. Learn more at: www.thesoapgroup.com

The SOAP Group

The SOAP Group

The SOAP Group (Sustainable Organization Advocacy Partners) is a creative communications firm specialized in architecting brands and promotions that activate sustainability and social justice. Committed to developing promotion that does more than simply promote, they create authentic brand platforms with social significance and campaigns that have corporate, civic and cultural value.

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