More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly they are marketing ineffectively and secondly as a consequence their positive social impact is not maximized.
Growing up in northern California has had a big influence on my love and respect for the outdoors. When I lived in Oakland we would think nothing of driving to Half Moon Bay and Santa Cruz one day and then driving to the foothills of the Sierras the next day.