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Purpose-driven marketing is a strategy used by an organization to center its external communications efforts around a social cause that aligns with its core values. The goal of purpose-driven marketing is for an organization to develop a deeper rapport with their consumer base by creating authentic connections based on shared values.

“It’s Up to You” Vaccination Education PSA to Premiere During “56th Academy of Country Music Awards™" Broadcasting Live from Nashville on Sunday, April 18 at 8 p.m. ET/7 p.m. CT on CBS