While most of use get ready to celebrate the Giant Chocolate Bunny, the people in Kawasaki, Kanagawa, Japan celebrate the Kanamara Matsuri, or â€œThe Penis Festival.â€
The celebration is held the first Sunday in April because there is a shrine that was popular with prostitutes to pray for protection against STDs. Today the festival raises money for awareness and AIDs research.
Implications - Companies can easily sponsor events and align themselves with a cause like AIDS Awareness. This gives exposure and demonstrates corporate social responsibility. Those who see a company's involvement with a cause will have a positive image of the company and subconsciously purchase their products and services.