• by Steve McClellan , March 30, 2012

For many consumers the companies they do business with must demonstrate a high level of corporate social responsibility. A new study from Havas’ Euro RSCG World released at the American Association of Advertisers earlier this week found that 76% of Americans believe "business bears as much responsibility as government for driving positive social change."

Given that consumer viewpoint, many agencies have adopted favorite causes or organizations as a way to drive change. For example, Interpublic and UM, both Interpublic agencies, have partnered with Free The Children.

Publicis Groupe's Zenith Media has hooked up with Autism Speaks and is gearing up for a series of events in April to help drive awareness of the organization.

The agency has already raised $30 million in media time and space for the group, which is being used for broadcast, print and out-of-home PSAs promoting the Autism Speaks cause. In prime time, for example, spots have aired in "American Idol" and the National Collegiate Athletic Association’s Men’s Basketball Tournament.

On Monday, which is World Autism Awareness Day, the agency will be sponsoring local “Walk for Autism Now” events across the country, including New York and Chicago. In addition, agency-wide offices will be conducting autism-themed awareness activities. 

Autism Speaks was founded in February 2005 by media power couple Bob and Suzanne Wright, grandparents of a child with autism. Bob Wright is the former longtime chairman and CEO of NBC Universal. Their friend Bernie Marcus donated $25 million to help financially launch the nonprofit group. It has since grown into the nation’s largest autism advocacy organization.