What To Consider When Launching A Cause Marketing Campaign

The war in Ukraine has led to Europe's worst refugee crisis since World War II; more than 3 1/2 million civilians have already been displaced, and some observers expect the number to reach five million as the war continues to unfold. There has been an outpouring of concerned citizens the world over who are hoping to help provide assistance, and a number of brands have launched "cause marketing" campaigns aimed at expressing support for the Ukrainian cause and providing financial assistance to those who are displaced. 

This is a great opportunity for brands to support an important cause, but marketers should ensure that they understand their legal obligations and risks when it comes to cause marketing campaigns.