Meaningful Impact has recognized Bill Backer as a cause marketing pioneer by conferring its highest honor. Backer created the 'Hilltop' TV ad for Coca-Cola that became one of the most celebrated television commercials of all time — and more importantly — an inspiration to the cause marketers who followed. Bill Backer boosted sales of Coca-Cola by uniting the world to "sing in perfect harmony."
FOX Corp. used its local network and cable television stations to broadly announce a $1 million donation to the Red Cross for Hurricane Ian disaster relief. Viewers were then also encouraged to contribute to relief efforts.