• by Steve McClellan  @mp_mcclellan, May 9, 2019

Lucky Forks, a consultancy that advises companies on social responsibility efforts, has launched a new initiative challenging advertising vendors (and those in the ad/mar tech space) to shift 5% of their entertainment budgets to social impact events. 

A handful of media companies have already committed to the so-called “GiveMe5” challenge, including  Outfront Media, Teads, TVSquared, Ogury, LiveIntent and SITO Mobile.

And agency executives—including Steve Williams of GroupM’s Essence--are lining up to join a Lucky Forks promotion committee to help raise industry awareness about the benefits of social- and purpose-driven efforts.  

A GiveMe5 kick-off event is set for next Tuesday (May 14th) at the rooftop of the William Vale Hotel in Brooklyn, focusing on Women’s Health Month and honoring women in the advertising industry.

The event will feature celebrity women’s health experts, including a panel moderated by Sarah Warner Harms, Co-Founder of Sweats and Balances. Among other topics the panel will discuss ideas for overcoming the challenges facing women on their quest for career and optimum health and wellness. Holly Rilinger, the Nike Master trainer and Bravo host will also be on hand to lead a “LIFTED Method” exercise class.

"The GiveMe5 initiative is a smart and thoughtful one for our industry,” said Williams, Chief Operating Officer and Americas region CEO for Essence.  “As more of our clients focus on aligning their values with those of their partners--media owners, tech partners and agencies-- GiveMe5 shows the power of shedding light on key issues and giving back to community. It is encouraging to see companies try to engage employees and partners in quality, rewarding ways that do some good along the way." 

Marketers have been more focused on social responsibility in recent years and research shows that upwards of 50% of consumers say they would switch to another brand that supported a cause they believe in.

Lucky Forks founder Chad Hickey describes GiveMe5 as a “turn-key program that allows companies to commit their support to socially responsible events or causes that address this growing trend and form deeper relationships with their clients and community.”