This collection of printed ads explores the trends of corporate “socially responsible” advertising during the 1990s. Cause marketing was a "catch phrase of the '90s." It links both the nonprofit organization and corporate partner in a common social mission to persuade the customer to buy products in support of a cause. As part of their marketing strategy, companies also donate money to global humanitarian causes. 

Environmentalism, homelessness, literacy, drug addiction, saving children, women's issues, diversity, preventing the spread of AIDS, curing breast cancer, spirituality, and peace have all become themes for ads.

Present in all industries—examples of ads in this collection include food, cosmetics, health, credit card, shoes, apparel, footwear, automotive, beverage, telecommunications, computer, fuel, utilities, home furnishings.