I was sent a list of sites by a friend, one of which was the site thegirleffect.org, which is predominantly sponsored by Nike among others. It’s interesting how much you can tell about a company and how they think by watching how they market themselves in relation to the community. From this site, you can tell that Nike is thinking globally with their marketing efforts, and the fact that the site is presented on it’s own as opposed to in relation to their own website shows its commitment to the cause, as opposed to just being a marketing strategy.

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Companies marketing to a cause works best when it works as an extension of the companies values, and those of it’s consumers. By building a rapoir between the two, you’ve established a relationship, and in so doing, brand recognition. In this case, Nike shows us how supporting one girl can make a significant difference in the larger world.