In 1997, the Mexican subsidiary of Groupe Danone, the world of the actor in the food industry, decided to launch a cause-related marketing campaign in collaboration with civil society. Selected Partner Friendship House (Casa de la Amistad para Ninos cancer, IAP), the organization is engaged in providing free medical treatment for children from low-income families affected by cancer. After a campaign called "Let's build our dreams," the company donated a part of the cost of each product sold yogurt over time. "Hide
by Gerardo Lozano, Angel Maas, Christopher Moxon Source: Social Enterprise Knowledge Network 27 pages. Publication Date: July 25, 2003. Prod. #: SKE010-PDF-ENG
