Instead of advertising its product, Magnecote Paper chose to USE their product to advertise a social cause. Instead of placing boring ads about paper, Magnecote ad space is being used to advertise World Bicycle Relief USING magnetic paper for the ads. Hardian's Wall, a Chicago ad agency, recently launched the campaign.
Implications - Companies that support important social causes definitely impress consumers who can oftentimes feel like they are constantly being sold to. By instead shifting their focus to causes that people support and are glad to see being supported, companies can effectively generate a great deal of positive PR while simultaneously raising awareness about their respective product and/or service.