Proctor & Gamble and Subaru will join returning sponsors Johnson & Johnson and Zurich Financial Services as sponsors of “CNN Heroes” the news network's multi-platform initiative to spotlight ordinary citizens who accomplish extraordinary deeds.
The advertisers will be featured in the second annual awards presentation, scheduled for Thanksgiving night, Nov. 27 and hosted by Anderson Cooper.
The sponsorship includes customized integrated billboards and tagged tune-in spots supporting the “CNN Heroes” initiative throughout the year on all CNN networks and advertising in the Larry King pre-show special and the global tribute broadcast. Advertisers also receive digital exposure through co-branded banners across CNN.com, including articles, videos, podcasts and other content.
The companies can also highlight their own cause-related marketing campaigns. For instance, P&G will focus on its not-for-profit venture, the Children's Safe Drinking Water program, which gives families in developing countries access to clean drinking water through the donation of PuR brand water purification packets.
"We're attracting advertisers for opportunities like Heroes, and other initiatives like Impact Yours World, because our integrated sponsorship opportunities surrounding these programs provide clients the perfect forum to garner not only awareness for their brands, but to emphasize some of their lesser-known pro-social efforts," said Greg D'Alba, executive vice president and chief operating officer, CNN ad sales, in a prepared statement.