MediaBuyerPlanner: Advertisers hoping to reach Spring Break-bound college students have the opportunity to sponsor those breaks – but not the wet-T-shirt-contest, beer-guzzling, volleyball-on-the-beach kind.
A new opportunity is available from Break Away, headquartered in Atlanta, for corporations and businesses to sponsor alternative spring break programs for college students who want to voluteer to work in anti-poverty, environmental, or other social programs, writes Media Life.
Sponsorships can cover the entire trip or elements of a trip such as transportation costs. They can also underwrite (pdf) the training for the student leaders, and the cost can run anywhere from $500 to $15,000. Sponsors are connected with student groups by geographic area or by social issue.
Forty states have schools in the Break Away program. The 130 participating schools arrange approximately 1,300 trips involving 12,000 to 15,000 students.
A recent Harris Interactive survey indicated that, when asked about factors that drive their purchase decisions, 33 percent of college students prefer brands that give back to the community, are environmentally safe, or are connected to a cause.
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