CLEVER corporate social responsibility (CSR) ideas that achieve strong results are rare.
For years, Nestle Ireland has donated Purina cat food to the DSPCA and helped with pet vaccinations and tagging.
The company handed over 400,000 cups of Nescafe coffee to Simon communities for the homeless.
In 2010, Nestle staff voted Jonathan Irwin's Jack & Jill Children's Foundation their chosen charity.
The aim was to raise €120,000 in three years. Funds were raised from all sorts of activities, including sky dives, mountain climbs, swims and painting people blue to smashing the world record for the most Smurfs in one place.
This year, Nestle went further in telling the Jack & Jill story. Using seed funds, they launched Bringing Home.
Ads highlight the hurdles faced by parents of brain-damaged children requiring round-the-clock care.
The aim is to see youngsters nursed at home, instead of in hospital.
The slogan says it all: 'No care like home care'.
Nestle's consumer marketing manager, Maria McKenna, (pictured) led a team with DDFH&B's Roisin Keown and Peter Snodden.
They worked with Michelle Tormey and Mindshare's Ken Nolan, Gemma Morris and Jill Robinson. Brigid Flanagan from Termonfeckin, Co Louth and her three-year-old son, Richard, fronted the ads.
Media and Nestle's agencies -- DDFH&B, Mindshare, Weber Shandwick and Source -- sponsored Bringing Home.
The campaign raised €264,000, plus €100,000 in pledges. As Jack & Jill needs €2.7m a year to run its services -- with less than 20pc coming from the HSE -- every effort is being made to hit the €400,000 target.