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It's a Winner, Just Bee- Cause As noted at the beginning of this chapter, the crisis of the honeybees is bigger than ice cream-it affects a significant part of the food chain. The work Hiagen-Dazs has done to illuminate the problem and work toward'a solution demonstrates that profits are only one measure of a brand's success. Acting socially responsible is part of the fortnula for good business, Christine Chen, deputy director of communication strategy at Goodby, Silverstein & Partners, said the campaign was successful in part because the honeybee issue was a natural fit with Hagen- Dazs. She said. : That connection) made it more than just some cause we say we care about. It was something that probably came as a surprise to consumers because it was a way they never really thought about the brand before. The idea was to get people to think about the problem first and foremost and then to understand Hagen-Dazs's connection to it and become motivated to do something about it. Although the bee crisis continues, more resources are focused on solving the mystery. Hagen- Dazs along with other bee-involved brands such as Burt's Bees were invited to testify before the House Agricultural Subcommittee, and they successfully convinced congressional members to allocate funding for the CCD issue. The investment in the problem paid good dividends for the brand as well. The honeybee buzz had a positive impact on sales. Unaided brand awareness of Hagen-Dazs rose from 29 to 36 percent. It generated lots of publicity. It made 125 million impressions, which is the number of people who may have seen something in the media about the crisis. This number of impressions had been set as the yearlong goal and was achieved in quick order during the campaign's first week. The viral Bee Dance" video on YouTube received more than a million hits in the first month, proving once again, the power of the Internet. "Hagen-Dazs Loves Honey Bees won a swarm of awards for this campaign, including a Gold Effie; 2009 Festival of Media, Media Responsibility Award; Cannes Lions 2009 PR Lion; 2009 PRWeek Award for Cause-Related Campaign of the Year; and the 2009 Silver SABRE (Superior Achievement in Branding and Reputation) Award. Ad lesson learned: Acting socially responsibility is good business. Q1. What is the social impact of brand communication? Q2. What ethical and social responsibilities do communicators bear