WE tv Campaign Volunteers Its Viewers to Help Nonprofits

Women’s network WE tv is ratcheting up its public service efforts. It’s launching a campaign urging viewers to volunteer their time to local causes. When it visits ad agencies and clients to make its upfront pitch, instead of handing out premiums it will be making donations. Cosmetics company Stila and VolunteerMatch are working with the network on the campaign, WE Volunteer, launching April 1. Unlike the previous campaign under the WE Empowers Women banner, which lasted one year, WE Volunteer is planned as a three-year endeavor. WE President and General Manager Kim Martin said the effort suits the times. “It says that the network really understands what are the concerns and issues of young women today,” she said. The campaign uses the slogan “What a Difference a Day Makes.” “The idea is that if every—we’d like to say every woman, but we’re going to say every WE tv viewer—were to take one full day, in other words 24 hours, and volunteer in their community, boy, what a difference that would ... (link)