What happens when Danone ties brand visibility to social mobility?
A purpose-driven campaign where media funds programs at Sport dans la Ville, helping young people thrive through sport, mentoring, and job readiness.
That’s the question Danone asked when launching its latest campaign. In a landscape where impact matters as much as impressions, Danone set out to rethink the role of advertising and not as a simple tool for visibility, but as a lever for measurable social change.
Their mission: use a portion of their media budget to fuel real opportunity for young people.
From brand message to social action
Rather than launching a traditional CSR initiative on the side, Danone made a bold move: embed impact into the campaign itself.
By certifying their video ad with Ad For Good, Danone committed to donating a percentage of their media investment to Sport dans la Ville, a nonprofit that helps underserved youth in France thrive through sports, mentorship, and job-readiness programs.
A campaign that reached far beyond screens
Why it worked
Relevance: The cause and youth empowerment through sport is aligned naturally with Danone’s values and audience expectations.
Simplicity: No complicated mechanics or added steps for users. Just watch the ad, and the brand gives back.
Transparency: Certification by Ad For Good made the commitment credible and easy to communicate.
What brands can learn from Danone
Your media budget isn’t just a spend but it’s a statement.
Social impact can be integrated, not added on.
When purpose is visible and verifiable, audiences respond with trust and attention.