In 1789 the French Revolution begins with the fall of Bastille resulting in Bastille Day, the French national holiday, celebrated on 14 July each year. In France, it is called Fête Nationale (“National Celebration”) the anniversary of the storming of the Bastille fortress-prison was seen as a symbol of the uprising of the modern nation, and of the reconciliation of all the French inside the constitutional monarchy which preceded the First Republic, during the French Revolution. (Source Wikipedia).In honor of Bastille Day I thought it would be fun to showcase an event the *American Cancer Society hosts ever year called Jail & Bail. Jail & Bail is an annual fundraising event that brings together community leaders and ordinary citizens for a common cause… to help fight Cancer!For many years I was an active participant in Jail & Bail, serving as a Parole Board Member AND a Jailbird! This year, the American Cancer Society’s annual Jail and Bail event, held recently at the Sheraton Fort Lauderdale Airport Hotel in Dania Beach, raised more than $150,000. Here’s how it works: The fundraiser has community members “arrested” by local law enforcement officers and brought to the mock jail.
While in custody, these “jailbirds” have unlimited use of a telephone to call friends, relatives, co-workers, business associates, etc…, to raise the bail in pledges to the American Cancer Society. The bail is determined by a “judge” at the “jail”. And, all donations are fully tax deductible contributions to the American Cancer Society. What does Jail & Bail have to do with Marketing? It’s called Cause-related marketing. Whenever businesses support a cause that has potential to reach a lot of people in the community, it helps them not only create goodwill in the community, it often will gain incredible media attention. And that’s the kind of attention most businesses want. Because we don’t have to pay for it and we can feel good about giving back.
One of my good friends David Singer (an attorney in Hollywood, Florida) has been the local Jail & Bail chairperson for years. And he and his law firm have received prestigious placement in all the major media outlets in the tri-county area including print, radio AND TV. He works tirelessly to recruit Parole Board members who in turn find people to “arrest.” And it’s a fun event. So next time you are trying to decide what community event to support, look at your calendar and see what’s going on and find a local charity to align yourself with. And then let me know what you did. Maybe your story will end up in the next edition of Quirky Marketing ~ 365 Ways to Promote Your Business Using Zany and Non-traditional Holidays.*The American Cancer Society (ACS) is a nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem—by preventing cancer, saving lives, and diminishing suffering from cancer— through research, education, advocacy and service.
Also on this date in history
In 1850 the first public demonstration of ice made by refrigeration
In 1853 the first U.S. World’s fair opens (Crystal Palace NY)
In 1864 Gold is discovered in Helena, Montana
In 1891 John T. Smith patents corkboard
In 1951 the first color telecast of a sporting event (CBS-horse race)
