Smart use of Corporate Social Responsibility link to UNICEF by Dulux paints

I really like this smart  "Own a colour" CSR link between Dulux paints and UNICEF, that suddenly started pinging around the web yesterday morning at a rapid rate.

Pick a colour, name it, describe it if you wish and for the privilege it costs you a donation to UNICEF from £1 upwards, all made nice and easy as for the lowest donations £1, £3, or £10 you can donate super simply by tapping in your mobile number and replying to the confirmation text. Easy peasy. 

Easy to participate, makes you as a participant feel good because of the charity angle and as a result Dulux will benefit from the warm fuzzy glow. Nice.  If only I saw more of these well designed examples that didn't make participation an arduous click journey rarely in return for anything worth the bother if you did actually persist and get all the way through.

I'd have given Dulux and Unicef extra points if they had managed to get their PPC search sorted though - I heard about the initiative via my Twitter feed and clicked that way, but going back to do some due diligence,  searching for "Dulux colours" or "Unicef"  alone didn't produce any site visibility above the fold, and I eventually found it yesterday via a search for Unicef Colours, albeit the news results today have improved natural visibility.