Gibson's Music Rising Recognized with Cause Marketing HALO

- Press Release

Music Rising, a campaign launched to replace the lost or destroyed instruments of the musicians affected by the Gulf Region hurricanes, received the Gold Cause Marketing Halo Award for Best Transactional Campaign at the fourth annual Cause Marketing Forum conference on Tuesday, June 13th in New York.

The campaign, launched by U2's The Edge, producer Bob Ezrin, Gibson Guitar Chairman and CEO Henry Juszkiewicz, The Guitar Center Music Foundation and MusiCares has since aided over 1,600 Gulf Region musicians. Gibson Guitar produced 300 exclusively designed Music Rising Gibson guitars which were sold by Guitar Center. The $1 million raised went directly to Music Rising which was facilitated by MusiCares and the Gibson Foundation.

The Cause Marketing Halo Awards demonstrate the good that can be done when businesses and nonprofits team up," said David Hessekiel, president of Cause Marketing Forum, Inc., the program's organizer. "It's a competition in which we all win." Cause marketing is the strategy of building mutually beneficial alliances between companies and causes.

"In 1990 cause marketing spending was a bit more than $100 million – this year it is forecast to top $1.3 billion," said Hessekiel. CMFI produces an annual conference, workshops, teleclasses and, a website offering free resources to businesses and nonprofits interested in developing such programs.

"Music Rising was an initiative formed by passionate inaugural partners in the music industry and the desire to help people in need," said Henry Juszkiewicz, Chairman and CEO of Gibson Guitar. "To date we have helped many people regain their livelihood and our goal is to continue to help many more. The music of the Gulf Region can once again be heard throughout the world and capture the essence of one of the countries richest traditions."

The Cause Marketing Forum also announced that The Home Depot and KaBOOM! each received Cause Marketing Golden Halo Awards for their leadership in this fast-growing field.

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