We built this blog-driven site for Whole Foods Market and their agency Omelet (http://wholefoodslovelocal.com/).  The site emphasizes the company’s focus on natural and organic products and features stories and videos about local farmers who actually grow the food, focusing on their love and passion for what they do. Here at HelpGood we are in complete support of what Whole Foods does.

Whole Foods supports their community by sourcing locally as much as possible.  Rather than just donating to local community causes, it’s helping local, small businesses to flourish.

Sustainable Connections says that when “you buy from an independent, locally owned business, rather than nationally owned businesses, significantly more of your money is used to make purchases from other local businesses, service providers and farms — continuing to strengthen the economic base of the community.”  Shopping local also creates more jobs, gets you better service, and reduces the environmental impact!

You create content hoping it will be consumed, embraced and shared by your fans.  But what happens when the content you produce is shared by the “opposite side”?

Recently much has been made of the Girl Scouts inclusive policy allowing transgendered children to participate.  The policy inspired the (unfortunate) photo above from HonestGirlScouts.com and it inspired a well-spoken girl to speak not so well of the Girl Scouts in the video below.  We’re in support of young women sharing their voices, but we’re not in support of discrimination.

What we’ve found at HelpGood is that most of the sharers of the content have been from the opposite camp – the anti-target audience.  The UGC pieces have had the exact opposite effect from the content creators’ intentions. The content sharers we’ve interacted with have doubled down in their support of the Girl Scouts and are committing to buy cookies in support of the standing policy of non-discrimination.  It’s a compelling example of how any piece of user generated content can be co-opted by the other team to rally troops in defense.

Like one of our followers said, “Who can resist a thin mint?”

We at HelpGood can’t. If you’re a Girl Scout selling cookies – let us know, because we’re buying. And we’re buying what your organization stands for.


Long gone are the days when a brand could totally own its message. Here’s an interesting example of how a cause’s message can be co-opted in ways that are antithetical to the cause’s intent. In this case “Occu-Pie” seems to have tongue firmly in cheek but the net impact is dilutive – it’s an example of opportunistic commercialism of a movement that is largely about anti-commercialism. You can choose to ignore these ‘distractions,’ take them head on, or try to deflate them by joining in on the joke. You can also try direct engagement and try to rope them into the conversation more directly. Who knows? You might get a few pies out of it.


I’d like to see a campus cop try to get in between me and MY PIE. It would look something like this.


Finally, a protest I can really sink my teeth into.

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