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Any Publicity is Good Publicity for Your Brand?!
By: Cindy Wendland
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We heard on the radio that the Diaper Bank in North Carolina was robbed and then replenished with donations from Kimberly Clark and other businesses. First of all, what is a diaper bank? Second, why would someone steal from a diaper bank?

A diaper bank is a nonprofit group that collects, stores, and helps distribute free diapers to homeless shelters, food pantries, family service agencies, and faith-based organizations to ensure that all babies in the U.S. are clean, dry, and healthy. Apparently, there is a diaper gap. This means that 1 out of 3 families struggles to buy diapers. When a choice is made about purchasing food or diapers, food usually wins out. This means that many babies remain in a soiled diaper for too long. Most people don’t realize that beyond being stinky and uncomfortable for the child, it can also bring great health risks. Diaper banks came into existence to help address the diaper gap issue.

Why would someone steal from a diaper bank? Either they have a lot of small children or they are thinking they can make some money. Regardless of the reason, it is the children that suffer when this happens.

So, it was quite unfortunate that a diaper bank in North Carolina was robbed. What was exciting was the press behind the story. Now more people are aware that diaper banks exist. So, as the saying goes, “All publicity is good publicity — if no one has heard of you.” Negative PR is good for small shops, but not for big companies. 

According to The Economist, “With established brands, the whiff of bad publicity lingers longer. For lesser-known brands, negative perceptions fade more quickly in consumers’ minds than their general awareness of the product." So this diaper bank robbery made more people aware of diaper banks' existence. Hopefully in addition to awareness, this PR will bring more donations and volunteers.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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