Gives mktg dollars to good causes, ideas that can change the world. Mktg $ aren't corp philanthropy.
Extremely important to let consumers nominate, take control of process, vote on ideas.
Extremely interesting (Shiv likes extreme) is to encourage consumers to market the cause. Tens of thousands of consumers telling millions of others go to web site and vote.
Extremely exciting
to have impact around the country. Brings tears to your eyes.
Has grown loosely into a franchise. 50 million votes, more than Obama got! 120,000+ refresh ideas. 400 ideas funded to date.