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... or birthday cards, including a fresh smoke-detector battery? It's a simple, inexpensive gesture that shows a caring attitude. And it might save a life or a building someday. Smoke Detectors Two years ago, New York state passed a law requiring smoke detectors in all homes. Israel Streger Insurance of New Rochelle saw a marketing opportunity. First, the agency sent all its Homeowner-insurance customers a letter advising them of the new law. Then it sent a similar letter to its Commercial Lines customers, which stated, We think you may ... . Innovative marketers in other industries have used cause-related marketing successfully. Their stories provide some valuable lessons for insurance marketers. The Body Shop A cosmetic store that doesn't advertise or use fancy packaging sounds as if it would be doomed to failure. Yet The Body Shop, based in , is the world's hottest cosmetics chain. It doesn't spend a penny on advertising or pretty packages. The company sells natural soaps, scents, lotions, and shampoos in more than 300 stores around the world, including the . It sells its products largely ... providing information to consumers. Every container explains the ingredients and their benefits. The Body Shop has established a fine reputation by supporting a number of social causes. Environmental protection is one, including a lobbying campaign to protect the Brazilian rain forests and their inhabitants. In addition, all franchises are expected to get involved in community projects, such as battered women's shelters or AIDS programs. These causes appeal to the stores' customers, who are primarily of the socially aware baby-boom generation. Participation in such causes gives The Body Shop millions ...

...urs. Vermont-based Ben & Jerry's Homemade Ice Cream Company is another cause... streets, sidewalks, traffic signals, homes, and buildings. School children co...