• Forbes CMO Network, Friday, May 15, 2009 10:45 AM

Marketers such as Levi Strauss, Exxon Mobil, Siemens, Cargill and Procter & Gamble think the way to stand out in the clutter of "do-gooder" messaging is by featuring in their advertising some of the people they say they are helping, Erin Galliher reports.

Two TV spots in a new campaign from Levi's, for example, feature a student from the Harvey Milk High School in Manhattan, which is for lesbian, gay, bisexual and transgender teens. Levi's has supported Harvey Milk for six years through sponsorships and hopes to raise $500,000 for the Hetrick-Martin Institute, which hosts the school.

Marketers "understand that being regarded as a socially conscious brand is going to become more and more important," says Chuck Porter, co-chairman of ad agency Crispin, Porter & Bogusky.

Read the whole story at Forbes CMO Network »