Last month, Macy’s launched COME TOGETHER, a novel fundraising campaign that successfully raised enough funds to feed 10 million people suffering from hunger in the United States. In conjunction with FeedingAmerica, it used a multi-platform approach to reaching its goal: people could choose to HOST, GIVE, or SHOP to donate, either in its retail stores or online.

HOST: Across the country, people hosted dinner parties, and instead of bringing the traditional hostess gift, guests were asked to donate to FeedingAmeerica. The hosts could go to www.macys.com/cometogether to get ideas for themes from Martha Stewart, send out invitations, and find recipes from such celebrated chefs as Emeril Lagasse.

GIVE: People could donate $1 at any Macy’s register, which provides dinner for seven, any time they shopped.

SHOP: Food banks across the nation sold $5 tickets that enabled shoppers to get special in-store savings on October 17^th, online and in retail stores; a portion of the $5 would benefit FeedingAmerica. Macy’s also hosted nationwide events such as VIP dinner parties with Martha Stewart and Emeril Lagasse to raise awareness and fundraise.

The “Come Together” commercial features a star-studded cast. Both the commercial and the campaign encouraged a return to values such as community, sharing meals at the dinner table, and facilitated simple ways we can give back to the community even as we are buying things for ourselves. I think Macy’s did a wonderful job of taking into account how people are not eating out as much due to the recession, and how they could use this to the advantage of this campaign by inviting people to host at-home dinner parties and donate to those less-fortunate at the same time. The website garners affective involvement from its viewers, as does the song “Come Together,” by the Beatles. The song and the commercial encompass the central message of the campaign: we must come together, whether a celebrity, employee, or anyone, and do our part to be socially responsible; moreover, in keeping with the classical liberalism mindset, it provides incentives to give because it benefits us as well in that as shoppers and hosts, we enjoy quality time with friends and family, throw parties, and shop discounted products at the retail stores. The commercial and website garners attention with the long list of celebrities that appear; for viewers today, they represent a reference group of people who are admired. These stars, such as Usher, Queen Latifah, and Jessica Simpson, are using their fame for good ends by helping Macy’s “Come Together” campaign. Furthermore, it is fitting as these celebrities are all Macy’s “Star” Designers, and the commercial shows them eating at Macy’s with employees of the store (all part of the Macy’s community). There is a clear association with all the elements of the commercial, from the food being offering to the “Star” Designers to the song clearly asking us to come together not only at the dinner table, but as a nation to help one another.