Our team chose to join forces with The Huffington Post, an American news website, content aggregator, blog. The Huffington Post has become known as the influence channel for the “opinion elite” as well as a champion of cause marketing.

What we created was a platform called Global Motherhood.

Funded and sponsored by Johnson & Johnson, Global Motherhood apportioned a full section of the The Huffington Post to house content, foster conversation and raise issues faced by mothers and infants around the world. We tapped into the site’s editors, PHDs, authors and cause-minded bloggers to help drive the stories and highlighted one of J&J’s NGO partners every week as the featured editorial piece.

Most importantly, J&J bought ad space on the platform and donated it to their NGO partners, providing them with an ad presence they ordinarily wouldn’t be able to secure on such a high-profile website.

Our strategy of donating media exposure to maternal and infant health NGOs really paid off.

Global Motherhood has become a central rallying point in the fight against infant and prenatal health issues.

Our initiative provided J&J’s NGOs with over 300 million impressions. Results like 15x more site visits for Save The Children.

Most importantly, J&J gained recognition for being the caring company that it is, without compromising its humble corporate ethos.

Perceptions of Johnson & Johnson increased by as much as 23 percentage points year over year – more than four times our goal, according to a ComScore study.