Not every Marketing for Good idea is a big idea nor a new idea. That said, when two brands more famous for Spring Break antics and cosmetic approaches get together to promote female “empowerment through education” it is worth noting. According to today’s PromoXtra:
MTV and Maybelline New York have launched a program that will award a $25,000 scholarship to a female student that best embodies the theme of empowerment through education. A contest encourages young women to submit a 500-word essay on what education means to them, how it has made a difference in their lives and what they would do with the $25,000 scholarship prize. The winner will be showcased live on MTV during TRL @ Your School Week in April. The contest will be promoted on both MTV and MTV.com. The deadline for entries is Feb. 11. Participants can enter at Maybelline.MTV.com.
I will be interested in tracking how much promotional support this program actually receives. Sometimes brands simply pay lip service to scholarship promotions like this one just so they can generate good will with their retail partners. We’ll see.