Feb 1, 2005 12:00 PM

The news out of southern Asia keeps getting worse. As this issue of PROMO goes to press, the impact of the Dec. 26 earthquake and tsunami has reached nearly a quarter of a million deaths. The numbers are likely to rise as several remote areas are just beginning to see aid workers arrive to assess the physical and human damage. Those workers are in only the early stages of estimating the cost of restoring a “normal” life to the survivors. While the governments of countries outside the affected region have gradually volunteered financial and other resources, it has been private citizens — everyday people — who have rushed to send help to India, Sri Lanka, Indonesia and its neighbors. In the small town where I live, churches pass the collection plate, schools ask children to put coins in jars, Scout troops run bottle and can redemption drives to raise a few dollars that, when combined with those of other communities, have collectively become many.

Corporate citizens also want to help. Several have called me in recent weeks to ask what I'm hearing is being done by the marketing industry to aid the tsunami relief effort. It's a conundrum: brands dread the prospect of seeming exploitative in the midst of a horrific situation, and yet they can bring so many talents and resources to meet the need. Early on, many companies posted messages on Web sites or in display ads urging their customers to support the Red Cross, UNICEF and other non-profit organizations. Several began making direct pledges and matching employee donations. Just recently, however, some manufacturers and retailers have begun breaking through their reticence to direct action. I'm getting word of matching donations to purchases (as one logo apparel manufacturer is doing), tying branded events to non-profit funding, and more.

None of these approaches are new to brand managers or their agencies. Just read this month's cover story (p. 20) for an idea of how proficient we've become in building equity for both brands and a multitude of worthy causes. Consumers — everyday people — want to be generous. Conscientious marketers can do a world of good by channeling that impulse in a positive way.

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