Message Strategy of CSR advertising

Corporative Name

Description of CSR Advertising Content

Experiment Condition

CSR-informational advertising

Starbucks

This video describes Starbucks fulfilling its CSR by showing concern to the growing environments for Arabica coffee beans and forming partnerships with coffee farmers. Through ethical sourcing, Starbucks plans to give back to local communities by establishing medical facilities in these communities and providing complete learning environments for children. In addition, Starbucks adopts a discount approach to encourage customers to use their own reusable cups when purchasing a drink, thereby reducing environmental pollution. Starbucks stores are also equipped with LED lights, which save roughly 30% of energy per year. The company further advocates water conservation by recycling rainwater, uses coffee grounds as fertilizer, and encourages that each staff member participate in no less than eight hours of environmental volunteer work per year.

Condition A

Nike

In this video, Nike discovered that over a quarter of the forests in South Asian countries have been cut down illegally to manufacture sport shoes. Nike also found that the laborers of a number of factories were only allowed a day of leave per week, with 50% working over 60 hours. Some families even allowed their underage children to work in the factories. To fulfil its CSR, Nike decided to implement an improvement project for production. Through the implementation of its CSR project, the relationship between customers, suppliers, investors, and competitors gradually changed. These changes effectively reduced the work time of the South Asian laborers, alleviated the problem of underage labor and illiteracy problems, and fulfilled its green environment responsibilities.

Condition B

CSR-transformational advertising

Coca-Cola

This video describes that thousands of South Asian laborers arrive in Dubai to work every day to provide a better life for their families. These South Asian laborers travel far away from their homes to Dubai to work. They are often unable to pay for expensive telephone fees and loose contact with their families. To fulfil its CSR, Coca-Cola designed a public telephone booth that uses Coke bottle caps as currency. Using this telephone booth, laborers are able to connect with their family members without having to pay a fee and receive a moment of happiness.

Condition C

Samsung

This video describes that many villages in Ethiopia have not yet received electricity due to a poor economy riddled with poverty. These villages have never used a light. When the sun sets, the villages become dark and the villagers cannot do anything besides wait for the day. To fulfil its CSR, Samsung designed and donated solar lanterns to the villagers. Using these solar lanterns, the villagers were able to continue producing traditional handcrafts at night to increase their family income, improve their quality of life, and provide a better education for their children.

Condition D