The Wall Street Journal just did a feature about how The Christopher Reeve Foundation is raising awareness about spinal cord injuries and research funds to develop treatments and cures. They’re using dog tag necklaces and keychains to promote awareness and raise funds at the same time, just like the Live Strong silicone awareness bracelets used by the Lance Armstrong Foundation.
From a promotional perspective, this is an ideal combination of form and function, and it’s hard for me to imagine another technique (i.e., any media-based form of advertising) being able to accomplish the same results. Awareness products accomplish fundraising and awareness-raising goals on a personal, tangible level that’s incorporated into people’s daily lives on an ongoing basis. Promotional dog tag keychains and dog tag necklaces have been around for a while, but with the visibility they’re getting from the Reeve Foundation, there couldn’t be a better time to use them to promote your organization.