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Viral Marketer Slams Brand to Promote Leukemia Cause

In an effort to draw attention to the worthy cause of Children with Leukaemia, AsaBailey has created a series of ads trashing personal hygiene cosmetics company L'Oreal as if they are related to the cause of Leukemia. While the "send to a friend" campaign is branded L'Orael (note different spelling), it's a brazen attempt at publicity at the expense of a brand that, as far as we know, doesn't kill kids.

While wrapped in the Leukemia flag and enabled by Bmycharity, the stunt is promoting Paul Tomkins' participation in back to back marathons to raise money for the charity. The cause is just but the tactics are questionable especially the non-sensical promotional cards showing Paul interacting with other brands for no apparent reason.

Written by Steve Hall    Comments (0)     Apr- 5-05  

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