Okay, who doesn't know that today is Go Red for Women day? Who isn't wearing red? If you're not wearing red, I command you to go home and put some red on! (Everyone looks good in red.)

Last week our local chapter of the American Marketing Association, RAMA, held a fantastic event in honor of women's heart health. We listened to Allison Harvey talk about how they (at the AHA) came up with the winning campaign that convinces everyone in America to Go Red! one day a year. In effect, this is the gist of what I took from it:

This campaign is part of what's known as "cause marketing"... i.e.-

• Having a select focus - aligned with your mission
• Picking partners and possibilities for mutual gain, in sponsorships
• Putting your assets to work at all levels and facets
• Communicating through all channels

Naturally, this reminded me of Katya Andresen's book, Robin Hood Marketing. She covers all those bases and more - anyone interested in cause marketing should definitely read it.

Today, cities across America will "Go Red!" NY's own Niagara Falls will be red, as will Rochester's High Falls (see pic here) Is your hometown going red, too? Check it out - and join in! As we learned last week, "It's about fun and entertainment as well as being about saving lives."