Directing $7M to improving lives instead of selling products sends a powerful message of hope and generosity to millions of Super Bowl fans.
The cost of a 30-second advertisement during the Super Bowl has risen about
half a million since last year, to $7
million
in 2023. With consumers increasingly making purchasing decisions based on their
own values and
beliefs,
companies might consider the impact of that $7 million on causes and issues
that matter to their stakeholders.
Using the price of a Super Bowl ad spot to affect change in the world is not
without precedent. In 2021, Budweiser sat out the Super
Bowl
— spending its ad budget instead on donations and future PSAs to support
COVID-19 vaccine awareness. That same year, Planters — the company behind
Mr. Peanut — redirected its $5 million Super Bowl commercial budget to
people doing charitable
acts.
The car company Kia also followed
suit,
using its Super Bowl funds to expand the company’s ongoing work to support youth
education and end youth homelessness.
According to the Hollywood Reporter,
the cost of admission for advertisers to the Super Bowl begins at about $10
million — which includes the purchase of the ad slot, the production costs
required for a high-profile campaign and paying an A-list star (or three or
four). It’s hard to imagine just how impactful the price of a single, 30-second
Super Bowl commercial could be to a nonprofit organization or cause. That’s why,
for the past several years, we've asked nonprofits what they would do with money
that would otherwise go to Super Bowl
commercials.
This year, we’re continuing to challenge companies to consider how they could
use their Super Bowl commercial budget to make a lasting impact.
So, what exactly can be done through the power of $7 million?
-
Aligning Value Management and Regenerative Practices
Join us as Regenovate co-founders Chris Grantham and Adam Lusby lead an interactive workshop on how to rethink value in the context of regenerative innovation by linking value to the dividends and resilience that come to an organization from enhancing system health — Thurs, May 9, at Brand-Led Culture Change.
Action Against Hunger could treat
140,000 malnourished children with a life-saving, proven treatment regimen.
-
Big Brothers Big Sisters of America could
match over 4,600 at-risk youth with a reliable mentor or positive role
model.
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The Bridge Project could help more than 2,300
mothers break the cycle of poverty with three months of guaranteed income.
-
Feeding America and No Kid
Hungry could
provide 70 million meals to those experiencing food insecurity through their
food bank network.
-
Give Directly could help lift 14,500 people
across the globe above poverty over the course of a year.
-
Habitat for Humanity could upgrade 1,166 homes
with energy-efficiency grants or add solar panel solutions to 350 homes.
-
RAIIN could educate 4.2 billion people about
preventing sexual violence.
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Shatterproof could expand the
Shatterproof Treatment Atlas across the United States to guide 46
million people struggling with substance-use disorder to the right type of
quality addiction treatment.
-
Soles 4 Souls could serve 350,000 kids
experiencing homelessness with new sneakers.
-
UNICEF could provide school supplies to
87,500 kids in Ukraine.
Investing $7 million to improve lives instead of sell products would send a powerful
message of hope and generosity to the millions of people watching the Super
Bowl.
Published Feb 10, 2023 1pm EST / 10am PST / 6pm GMT / 7pm CET
CEO
Carol is internationally recognized for her work in Purpose and CSR. Carol Cone ON PURPOSE is the return to her entrepreneurial roots and life’s passion: to educate, inspire and accelerate purpose programs and impacts for organizations, nonprofits and individuals around the globe.