Luxury appliance brand Electrolux has been demonstrating their sense of Corporate Social Responsibility (CSR) by supporting ovarian cancer for the month of September. September is Ovarian Cancer Awareness Month and to help raise funds to combat this disease “Electrolux is donating two-hundred dollars to Ovarian Cancer Research Fund for every washer/dryer pair purchased.”

The $200 donation is not the only program that Electrolux is sponsoring this month. The brand’s spokesperson, talk show host Kelly Ripa, used her talk show Live with Regis and Kelly to announce that she was hosting a virtual sleepover party for Electrolux. For every person that attends the virtual sleepover on Facebook, Electrolux will donate one dollar to the Ovarian Cancer Research Fund. The company has pledged a minimum donation of thirty thousand dollars to a maximum of thirty-five thousand dollars. Those wanting to participate in the virtual sleepover can go to the page daily until October 12th, 2011, and each time one dollar will be donated. When you join the sleepover there are games and tips about hosting a sleepover.

The tie in for Electrolux with the sleepover is the premise that it’s back to school season and thus children will be hosting sleepovers. In order to host a sleepover one needs clean sheets, pajamas etc…and only an Electrolux washer and dryer set is up to the task. Not to mention when one joins the sleepover they are entered into a draw to win a washer and dryer set.

“Electrolux and Kelly Ripa are proud to support Ovarian Cancer Research Fund whose mission is to fund research to find a method of early detection and ultimately a cure for Ovarian Cancer. Electrolux has committed to donate $1 million to this worthy cause.”

This is a great way for Electrolux to be involved with this cause. Electrolux gets the publicity from having Ripa involved because of her ability to use her daily platform. Not to mention that they have come up with a fundraising event that highlights their products and allows potential customers to become familiar with the brand. This further elevates their brand amongst female consumers by demonstrating that they are committed to help find an early detection method for female cancers.

Anytime that a brand, especially a luxury brand, can garner good publicity and make a connection with consumers on a personal level, that is just good business.  It’s nice to see a Corporate Social Responsibility initiative supporting such an important cause.
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