Tag Archives: brand design

Perfect marketing for a good cause: Have a drink in Vancouver

What happens when you provide an item everybody needs and link it to a worthwhile cause that requires no additional activity from consumers? You can raise lots of funds, for one thing.

Take water, for example. Everybody needs it. You probably drink it yourself.

In Vancouver, BC, you can help the homeless by purchasing a small bottle of water. You won’t be badgered about it, and it’s unlikely you’ll feel smug. Depending on how thirsty you are, you might not even notice what you did.

On a warm day in June, I walked into Café Bica and got some We Love Van water. They sell other water there, but I l liked the simple design. And, visiting from Seattle—how could I not? I almost recycled the bottle before I noticed the statement on the label: “10¢ of every bottle of water you purchase is used to care for Vancouver’s homeless.” The organization’s website explains how the donations work and introduces the Lookout Society through a short video. It also tells you why they chose the kind of plastic they use, and addresses some common misconceptions about plastic recycling.

When in Vancouver, drink lots of water.

If you’ve been to Vancouver, you probably do love it, so the drink’s name will appeal. Vancouver is one of the most beautiful and interesting cities in the world. As you probably know, housing is very expensive there, hard-drug addiction and alcoholism are huge problems, and a large homeless population lives right next to wealth and elegance. If you live there, you meet the homeless, day after day, unless you take steps to avoid and ignore them. The Lookout Society has a strong, successful program in helping people in a dignified, gracious manner.

The We Love Van website, Facebook page, and Twitter stream use the same, appealing visual brand and an upbeat tone. I’m intrigued by the fact that the homeless support message is treated very lightly—no images of miserable people, no exhortations, no moralizing. The Facebook page shows a few images of homeless people, but most of the content is really about one’s affection for the city and sustainability concerns.

I know that it’s very easy to judge the homeless and be bothered by them, all the more so when you are made to feel as if you are lacking in integrity if you don’t help. We Love Van entirely avoids that emotional mess by attractively presenting a necessary product and letting water drinkers feel good. Imagine what one could accomplish with this approach. After all, there are other things everybody has to have. Connectivity. Operating systems. Electricity. Gas. Think about it!

I hope you’ll be thirsty in Vancouver.

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