Soda and Tobacco Industry Corporate Social Responsibility Campaigns How Do They Compare 英文参考文献.docVIP

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Soda and Tobacco Industry Corporate Social Responsibility Campaigns How Do They Compare 英文参考文献.doc

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Soda and Tobacco Industry Corporate Social Responsibility Campaigns How Do They Compare 英文参考文献

PolicyForum SodaandTobaccoIndustryCorporateSocial ResponsibilityCampaigns:HowDoTheyCompare? LoriDorfman1,AndrewCheyne1*,LissyC.Friedman2,AsiyaWadud1,MarkGottlieb2 1BerkeleyMediaStudiesGroup,Berkeley,California,UnitedStatesofAmerica,2PublicHealthAdvocacyInstitute,Boston,Massachusetts,UnitedStatesofAmerica ThisarticlewascommissionedforthePLoS SummaryPoints MedicineseriesonBigFoodthatexamines the activities and influence of the food and beverageindustryinthehealtharena. N N Becausesugarybeveragesareimplicatedintheglobalobesitycrisis,majorsoda manufacturers have recently employed elaborate, expensive, multinational corporatesocialresponsibility(CSR)campaigns. For the first time in 23 years, PepsiCo eschewed the ‘‘biggest marketing day of theyear’’anddidnotadvertiseduringthe Thesecampaignsechothetobaccoindustry’suseofCSRasameanstofocus responsibility on consumers rather than on the corporation, bolster the companies’andtheirproducts’popularity,andtopreventregulation. 2010 Super bowl [1,2]. Instead, it N N N Inresponsetohealthconcernsabouttheirproducts,sodacompaniesappearto havelaunchedcomprehensiveCSRinitiativessoonerthandidtobaccocompanies. launched the Pepsi Refresh Project, a social media cause marketing campaign. Thecampaignsignaledalandmarkturnin soda marketing, using cutting-edge social media techniques [3] to spread word-of- mouthbuzzandelicitonlinenominations foravarietyofcommunity-basedprojects. In 2010, Pepsi donated more than $20 milliontosupportcausesthatreceivedthe most votes, and intends to transform the RefreshProjectintoaglobalphenomenon [4]. Meanwhile, industry leader Coca- Cola maintains Live Positively, another corporatesocialresponsibility(CSR)cam- paign that offers consumers healthy life- style advice and touts the firm’s philan- thropicandsustainabilityefforts. UnliketobaccoCSRcampaigns,sodacompanyCSRcampaignsexplicitlyaimto increasesales,includingamongyoungpeople. Astheydidwithtobacco,publichealthadvocatesneedtocounterindustryCSR with strong d