In this scenario, Drushti, the owner of ICU Ltd, is approached by Mia, a Corporate

Responsibility and Marketing consultant, with a proposal for a marketing campaign aimed at
socially conscious consumers. The campaign involves using footage of eye clinics held in remote
locations worldwide. Let's break down the conversation and Mia's proposal:

Mia suggests that the marketing campaign should include a compelling message targeting
socially conscious consumers. She proposes providing 100 free frames for the charity and paying
$1,000 to use the footage. The proposed tagline for the campaign is "Buy a pair, donate a pair."

However, Drushti raises a concern about the tagline, questioning whether they are expected to
donate a pair of eyewear for every pair sold. Mia clarifies that this is not the case. She states that
it is obvious that ICU Ltd cannot be expected to give away a pair for every pair sold. Mia further
mentions that their market research indicates that more than half of all people are aware of this
fact.

Mia's response suggests that the "Buy a pair, donate a pair" tagline is meant to be a marketing
strategy rather than a literal commitment to donating a pair of eyewear for each purchase. It aims
to drive sales by appealing to socially conscious consumers who appreciate the idea of
supporting a cause. The campaign would highlight ICU Ltd's commitment to charitable efforts
by providing 100 free frames for the charity, but the tagline itself does not imply a one-for-one
donation.

Here's a potential solution for Drushti's concern regarding the marketing campaign:

1. Clarify the Donation Strategy: Drushti should have a clear understanding of the donation
strategy before proceeding with the campaign. They need to determine the number of frames
they are willing to donate and how the donation process will work. For example, they could
commit to donating a certain percentage of profits or a fixed number of frames per month.

2. Modify the Tagline: Based on the clarified donation strategy, modify the tagline to reflect the
actual commitment. For example, they could consider a tagline like "Buy a pair, support eye
care" or "Your purchase helps provide eyewear to those in need." This revised tagline highlights
the charitable aspect without implying a one-for-one donation.

3. Emphasize Impact: Instead of focusing on a specific number of frames donated, highlight the
impact ICU Ltd is making through its charitable efforts. Create compelling messaging that
emphasizes how each purchase contributes to supporting eye clinics in remote locations and
improving access to eyewear for underserved communities.

4. Transparent Communication: Ensure that the marketing campaign clearly communicates the
donation strategy and how it aligns with ICU Ltd's commitment to social responsibility. Be
transparent with customers about the charitable initiatives, the number of frames donated, and
how their purchases contribute to the cause.

5. Collaborate with the Charity: Work closely with the charity receiving the frames to showcase
their work and the impact they are making. Feature their story and the difference they are making
in remote locations in the marketing campaign. This collaboration will add authenticity and
credibility to the initiative.

6. Engage Customers: Encourage customers to be a part of the cause by sharing their own
experiences or stories related to eye care. This could be done through social media campaigns,
testimonials, or user-generated content. Engaging customers in the campaign fosters a sense of
community and shared responsibility.

By implementing these steps, Drushti can create a marketing campaign that aligns with their
brand values, appeals to socially conscious consumers, and effectively communicates ICU Ltd's
commitment to making a positive impact in the eyewear industry and beyond