BOSTON, US: Advertisers have started indulging in social cause related marketing and fulfilling their obligations as a responsible corporate citizen. Personal products major Gillette Company, has tied up with WB network for promoting a social cause through its popular programme Dawson's Creek in sync with the "on-air twists and turns" happening in the series.

The partnership, on television, in print and on the Internet, is centred on a story line in the series about a character (in Dawson's Creek) whose grandmother is diagnosed with breast cancer. The series about teenagers and young adults in a fictional Massachusetts town who move to Boston has completed six years.

Gillette will sponsor a social message during the final episode on 14 May which will encourage teenagers who are affected by a female family member's diagnosis with cancer to seek emotional help and support.

In addition to the public service announcement, presented at the end of each episode, Gillette also plans to take advertisements in magazines such as Allure, Entertainment Weekly, Teen People and YM; banner ads on the WB Web site (www.thewb.com); the message boards on the "Dawson's Creek" Web site (www.dawsonscreek.com), hosted by the producer of the series, the Sony Pictures Entertainment division of the Sony Corporation; and content on a special Web site devoted to fighting cancer that is sponsored by Gillette (www.gillettecancerconnect.org). Gillette is also making donations described as "significant" to organizations that help women with cancer.

However, ad agency experts say that cause related marketing initiatives could rebound if consumers against any particular cause decide to turn against the company supporting that particular cause. Other consumers are sceptical whether the company promising the donation actually end up giving the same. Still others perceive cause related marketing to be exploitative and opportunistic.

However, Gillette officials argue by saying that they aren't indulging in any product placements nor have they forced the creators of the series to insert the situation into the storyline.