American Marketer


Cunard responds to Nepal earthquake with relief effort

April 30, 2015

Cunard's Queen Mary 2 Cunard's Queen Mary 2


Global cruise line Cunard is coming to the aid of the Nepalese earthquake victims with a $100,000 donation and an online crowdfunding campaign.

With many crew members from Nepal, the company felt a personal impact following the crisis, and decided to take action to support its employees in a time of need. Recognizing that this is not a short-term issue, the brand has vowed to help over the coming weeks and months, demonstrating a commitment to the cause.

Taking action
Cunard launched its call for donations on social media, appealing to its followers who may have interacted with some of the crew members who were affected.

The brand linked to a Just Giving page, which is specific to Cunard. Here, consumers can donate to the UK charity Disasters Emergency Committee, which provides relief globally.

With Nepalese crew members working across our fleet of three ships, Cunard wishes to support our ships' company.This...

Posted by CUNARD on Thursday, April 30, 2015

Facebook post from Cunard

Cunard has a goal of about $7,700.

In fashion, Nepalese designer Prabal Gurung has mobilized the community around the cause with a call for donations of $10 or more through his Shikshya Foundation Nepal. So far he has raised $300,000 of his $500,000 goal as part of a larger team on Crowdrise.

Getting involved within disaster relief can show a brand's humanity, as well as connect it to consumers who are invested in the work being done.

U.S. fashion label Michael Kors donated $1 million to the American Red Cross Disaster Relief Fund to aid in Superstorm Sandy cleanup, showing leadership at a time of hardship for many consumers living on the East Coast.

Michael Kors, Ralph Lauren and other luxury marketers announced their Sandy donations through social media, while encouraging consumers to make contributions to the American Red Cross as well. The Michael Kors announcement on Facebook, for instance, received more than 16,000 “likes” (see story).