Troy White writes about a 97-year-old macho cowboy event, the Calgary Stampede, and how organizers got these touch cowboys to benefit breast cancer research by wearing pink.

Be edgy and/or challenge them – “Are you tough enough to wear pink?” This was the campaign they ran this year – everyone who bought a pink western shirt (yes – for the guys) was donating a percentage of the shirt price to breast cancer research. This was a HUGE success for them … in the parades – everything was pink … at the bars – half the guys were wearing pink … at the midway grounds – pink, pink, and more pink. Major success – and for a very good cause.

It reminds me of the long-running “Don’t Mess With Texas” campaign, also as macho as they come–and what you might not remember is that it’s an anti-littering campaign!

I love the idea it’s possible to reframe very progressive messages in ways that resonate with a cowboy crowd. The reverse is probably also true. I’m a very un-macho guy with a strong progressive streak. What kind of message would reach me for a conservative cause? Either direction, this method makes for a lot of food for thought in marketing.

I do spend some time discussing how to frame in my award-winning sixth book, Principled Profit: Marketing That Puts People First,by the way. Please see elsewhere in this newsletter for a deep-discount offer on that life-changing book.

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In 2000, George W. Bush’s winning margin in Florida (and thus the presidency of the United States), was 537 votes, in an election whose legitimacy is still hotly debated (and to me, will never be legitimate). The hanging-chads issue alone could have swung the election to Gore by thousands of votes–just one among many irregularities. But in any case, it was close enough that it was possible to steal.

Years ago, I managed a friend’s campaign for local office; he was declared the winner by seven votes, and in the recount, his margin of victory slipped to four.

Four votes determined that election. If just five more people had shown up up to vote for his (entrenched incumbent) opponent, he would have lost.

Of course, it’s not enough that every vote counts. Who counts the votes is also an issue; witness the calamity in Iran.

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A lot of this is stuff that is feasible to do RIGHT NOW. We could save 3/4 of US electricity for 1 cent per kilowatt, and building new power plants can’t touch that cost. He has 1000 ways to do it.

If the presentation is too technical or dry, or you have trouble accessing it, I profiled Lovins and some of his ideas several years ago, here. Of course, his thinking has advanced since then.

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Proving, yet again, that crime really doesn’t pay. He may have lived high on the hog, but he’ll spend the rest of his life and rather less comfortable circumstances. My heart goes out to all those scammed by him, and especially the many philanthropy and social change organizations that invested with him, whose missions are substantially compromised by Madoff’s evil deeds.

Want a better way? My award-winning sixth book, Principled Profit: Marketing That Puts People First, shows how to thrive and succeed as an ethical business. The Ponzi stuff never works in the long term–but my strategies do.

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And like many bloggers today who want to be cheerleaders for democracy and (to use Martin Luther King’s wonderful phrase) “drum majors for justice,” I’m joining in a worldwide campaign today to call attention to the problems with the Iran vote and its bloody aftermath. Click the link to see a long list of grievances and solidarity actions.

Thanks to @engagejoe on Twitter for calling this solidarity action to my attention.

Relevant Twitter tags: #FreeIran #IranElection #bloggersunite

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Here’s a fabulous study from Australia on whether ethics matters to employees. Conclusion: ethics does matter, big time:

* 84% of individuals believe being responsible environmentally is included in the definition of business ethics.

* A staggering 93% of individuals believe that organisations have an obligation to act ethically even if it occasionally harms their profits.

* And 91% agree that all organisations should make a formal commitment to acting ethically.

* 80% of individuals agree that they are willing to put in extra effort at work if they know that their organization is run ethically.

* 77% agree that if their employer acted in a way that contradicted their core principles, they would definitely leave the organization.

So, if you want some hard facts to back up the idea that ethics works better, here you go.

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While he doesn’t exactly connect the dots–in fact, relying on the reader to make some rather big leaps in assumptions–there is a key takeaway here: that beyond the feel-good aspect of doing what’s right for the earth, sustainable lifestyles also offer inherent psychological benefits, because being outside in a clean and well-functioning environment reduces stress, increases feel-good hormones, etc.

And the implication for marketers–and this, I think, is extremely important–is that when marketing a Green product, you should have some hooks not only about saving the world, but about the better mental state that results in doing what’s right for your soul and your psyche, as well as the earth. I bet some very powerful campaigns could be shaped around this message.

For more on marketing Green,I recommend my award-winning sixth book, Principled Profit: Marketing That Puts People First. It includes profiles of people like Amory Lovins and some unique, holistic ways of looking at Green issues in the marketing world.

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And therefore I was delighted today to get a bulk email from none other than Michelle Obama, touting a 2-minute video of Barack Obama (and another father with four children) celebrating “responsible fatherhood”. Barack Obama noted once again that his father was largely absent in his life, and because of this, he’s made an intense commitment to be there for Sasha and Malia. Of course, Obama is a master marketer, and this video is an example of his marketing prowess. It shows him as not only charismatic but enormously likable.

Oddly enough, I just finished re-reading the complete Harry Potter series. Harry’s parents are killed when he’s a year old, and late in the series he castigates another character for wanting to stay and defend Harry rather than being there for his newborn child. Harry tells him that if he can be his child, that’s where he should be.

Anyway, the video is very sweet.

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It’s shocking to see how many nuclear defenders have commented. Back in 1979, I wrote my first book about why nuclear power was a terrible idea, and I remain convinced that it is a terrible path. Decommissioning is only one of dozens of serious problems. Just to name a few:

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With the goal of prioritization and agreement on criteria for a comprehensive recyclable cup solution, discussions will address obstacles and opportunities.

Who writes this crap? I’m sorry, but that’s not English. Will someone please tell Starbucks that the purpose of a press release is to communicate, not to obfuscate? Especially when there actually is real news buried under the blather: First, that the chain is committing to 100% recyclable cups within three years, and second, that systems theorist Peter Senge will moderate a summit on the topic.

So why not say so without making people dig for it? If it had been my assignment to write this press release, you can bet it would have gotten right to the point and been understandable by ordinary people.

Starbucks of course is not the only offender. But a press release like this is useless. You want to tell the story, not hide it.

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