Take Back the Table for Social Responsibility
If a napkin can bring about social change, so can you!
When you think about corporate social responsibility (CSR), a big mistake is automatically defaulting to the assumption that it involves a financial commitment. The potential to create Social Profitability can be achieved in so many ways and is really only limited by your imagination.
How many stories have you heard about greatness starting with a few scribbles on a paper napkin? Ideas for a new business, lyrics for a new song, the beginnings of a new book or movie, or even a graph or illustration that later became famous. Perhaps this was the inspiration for a campaign developed by Vanity Fairs Napkins which urges families to #TakeBackTheTable through a social and sponsored content campaign aimed at bringing families back to the dinner table.
Vanity Fair has long known that napkins aren’t the most glamorous items in the consumer market, lacking the conspicuous brand-loyal following enjoyed by some other categories, like consumer electronics.
However that did not stop the team at Vanity Fair Napkins, and their advertising agency Deutsch, from getting behind a social movement that is important to those most likely to buy its products: moms and dads.
With #TakeBackTheTable, a social campaign centered around that hashtag and a microsite at TakeBackTheTable.org, the brand seeks to encourage the resurgence of that lost phenomenon: the family dinner.
I recommend you take the time to view the following “Take Back the Table” video developed for this campaign.
Recent studies, including Vanity Fair’s own national survey, helped to validate the concept. 85% of parents regularly ate a meal at the table with their families growing up, but only 56% of parents do with their families today. If that doesn’t impact the use of napkins, consider that it also found that 30 percent of families eat meals away from the table, and 45 percent of respondents think dining rooms are on their way to extinction.
This data has even more far reaching ramifications. Not only are people apparently using fewer napkins, but they’re missing out on the benefits that family dinners have been proven to convey to children: healthier eating habits, less drug and alcohol abuse and better grades.
Vanity Fair therefore set out to promote the importance of family mealtime by creating the tools necessary to getting people together and talking at the dinner table; A fabulous example of customer activation.
In addition to providing information on the benefits via its microsite and social channels, Vanity Fair also provided tools to make the undertaking easier, such as a “conversation starter” tool that helps families ease into the unfamiliar waters of speaking to one another over a meal.
The brand went a step further, creating a unique partnership with nutritionist and family dinner advocate, Leanne Ely of SavingDinner.com, thereby further extending the campaign through celebrity endorsement and expanded channels of engagement.
Hoping to create an ice-bucket-challenge-like domino effect, the campaign encourages families to take a pledge to #TakeBackTheTable and make their own family video stating their commitment to participate in dinnertime conversation. That video should end with a challenge to another family — written on a napkin in the video — to take the pledge themselves. When the video is shared via social media, the challenged family should be tagged on the post.
This CSR campaign has all the right ingredients to bring about Social Profitability.