Allergan, the maker of Botox Cosmetic, has launched a campaign called “My expressions of kindness.” The effort is encouraging consumers to post stories of kind acts online to raise money for charity.
Allergan worked with agency In Touch Solutions on the online and social media components, as well as Chandler Chicco Agency on media relations.
The brand is urging consumers to visit the campaign Web site ExpressKindnessCampaign.com, where they can create a profile and write about kind acts of their own. For every consumer that creates a profile, Allergan will donate $25 to charity. The user can select one of three groups to receive the donation: Make It Right, Dress for Success or Children’s Action Network.
Television personality Didiayer Snyder will lead the online fundraising campaign for Allergan. Singer Vanessa Williams, author Vicki Iovine, actress Virginia Madsen and gymnast Nadia Comaneci will also serve as campaign ambassadors. Each has a profile on the Web site.
Allergan is also using Facebook and Twitter to promote the effort.
An Allergan representative could not be immediately reached for comment.
