Corporate Campaigns

President Obama is calling a big part of the health care reform bill he signed into law last March a "Patients' Bill of Rights", suggesting that many of the consumer protections contained in the new law were the same ones the health insurance industry succeeded in killing time and again over many years through a fear-mongering campaign it secretly financed.

Obama is right -- but only to a point. An important right was missing from his list of consumer protections because, once again, insurers had made sure it would not be part of any bill that reached his desk.

The insurance industry defeated many attempts to pass a Patients' Bill of Rights in the 1990s and 2000s, despite considerable bipartisan support in both the House and Senate. It did this by funneling millions of dollars through a big PR firm it hired to set up a front group -- the Health Benefits Coalition -- whose sole purpose was to scare people away from the legislation. The industry also had one especially important ally: Obama's predecessor in the White House, George W. Bush. Bush threatened to veto any Patients' Bill of Rights that he (read: the insurance industry and its business allies) didn't like. Lawmakers were never able to agree on a single bill that Senators and House members could agree to (the House approved a weakened version of the bill Bush presumably would sign but the Senate refused to weaken its bill), so they eventually just gave up.

A recent PRWatch story discussed how corporations are increasingly turning to cause marketing to get around people's ability to tune out their daily deluge of advertising. Cause marketing, or "affinity marketing," is a sophisticated public relations strategy in which a corporation allies itself with a cause that evokes strong emotions in targeted consumers, like curing cancer, alleviating poverty, feeding the hungry, helping the environment or saving helpless animals. The relationship avails the company of a more effective way to grab the attention of their audience, by telling them compelling stories linked to the cause, for example tales of survival, loss, strength, good works, etc. Once the company gets your attention, it links its name and brands to the positive emotions generates by the cause. The company then leverages that emotion to get you to buy the stuff they've linked to the cause -- and improve its corporate image.

Cause marketing works, which is why its use is spreading like wildfire. The operative word that the whole idea turns on is "emotion," because the ability to manipulate people depends completely on generating an emotional connection that the company can exploit.