virgin mobile gets a conscience

06/20/2006 09:42:00 PM
Virgin Mobile is partnering with various youth focused non-profits in order to give back. The mobile brand that targets the youth market, is developing programs that help disadvantaged youth.

This includes Stand Up, who works on fighting the issue of teen homelessness. Virgin matches donation, highlights ring tones that donate 50% of their profits to the program and indicate that 5% on the profits of anything downloaded will get donated to the cause.

It's smart that Virgin is concentrating some efforts into the issues that relate to its core demographic is interesting. It helps the teens to not only understand that there are others that are less fortunate; it also gives them an easy way to do something about it.

This effort is not an isolated one-off, it falls under a whole range of programs that the Virgin Group of companies are involved in under the Virgin Unite banner.

So many youth focused brands either avoid the issue of social responsibility or fail to ground efforts in areas that their target would care about or could get mobilized for. Often their actions are designed mainly to appeal to shareholders and pressure groups. Virgin is leading the way with an approach that others will surely follow.

Via Ypulse
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