Following the huge success of Disney Nature's blockbuster motion picture 'Earth,' Disney is situated to launch yet another environmental initiative called 'Friends For Change.'
Branded with the success of both the Jonas Brothers and Miley Cyrus, the new campaign teaches kids useful ways in which they can help the environment and make a difference. Kids who participate will also get an opportunity to vote on the fate of $1 million of Disney donations.
Implications - Any company seeking to target a younger teen/tween demographic would be wise to enter a partnership with a popular kid's television show or video game. By associating its brand with the positive vibrations the show/video game provides, the company embeds an image of fun and carefree joy in the minds of consumers, both young and old.