• May 30, 2008

With so many marketers weaving cause-related themes into their advertising-about $1.5 billion worth--it's sometimes tough to see past all the pink and yellow ribbons.

Enter the Halo Awards, given annually by The Cause Marketing Forum, honoring the best communications programs between companies and their pet nonprofit causes.

Retailers were among the big winners this year, taking a number of the gold and silver awards, handed out in 16 categories. Target won for the best print ad, called "Gifts for the Greater Good," in partnership with both the Salvation Army and St. Jude Children's Research Hospital. Sears was honored for best transactional campaign, working with Rebuilding Together, for its "Heroes at Home" effort. And Burlington Coat Factory, in partnership with ABC News and One Warm Coat, won for best national/local integration in its "Warm Coats and Warm Hearts Drive."

Other marketers collecting honors included InterContinental Hotels Group for its environmental campaign, "Chase The Extraordinary"; Procter & Gamble's Olay and the American Society for Dermatologic Surgery for "Skin Cancer Takes Friends"; and Frito-Lay and Make-A-Wish Foundation of America for "Destination Joy Presented by Lay's."

The group also handed out Golden Halo Awards to McDonald's Corporation and St. Jude Children's Research Hospital.

--Sarah Mahoney