Last week, I opened my email and found an advertisement from Ralph Lauren featuring the Haiti Relief Polo with 100% of the proceeds being donated to the humanitarian effort in Haiti through the United Way Worldwide Disaster Fund. As I spent several minutes browsing through the choices, I was somewhat surprised that this was the first apparel company I had seen putting out a product to support the victims of the Haiti Earthquake.

Having my share of Project Red items from working for Gap Inc., products sold for humanitarian issues are nothing new; in fact, it is almost expected for apparel companies to give through what they know best — clothes. Much like GlaxoSmithKline donating medical supplies or transportation companies shipping relief products, companies can respond best through their core competencies.

My curiosity, however, was peaked last night while watching the seventh season of Project Runway which featured Campbell’s partnership with The American Heart Association’s Go Red For Women® movement. I believe what intrigues me so much about this partnership is it strays away from Campbell’s core competency and instead brings a food company together with a nonprofit through the art of fashion.

Campbell joined the Go Red for Women campaign in 2007 through auctioning off a dress designed by Michael Vollbracht and worn by Lorraine Bracco with the proceeds going to support the Go Red for Women® movement. Since then, they have unveiled a signature dress every year to heighten the awareness of heart health in women.

This year Campbell asked for dress design submissions inspired by a “heart-health hero” with the three finalists showcased on their website and voted on by the public. In addition to the winning design being created and featured on the red carpet at the Woman’s Day Red Dress Awards, Campbell’s is also giving $1 for every click on their “Click with your heart” webpage up to $625,000 to the American Heart Association’s Go Red For Women® movement.

Today, February 5, 2010, is National Wear Red Day 2010. I hope you remembered to wear red, eat your Campbell’s heart healthy soup, and clicked through Campbell’s website to read personal stories and help Campbell support those hearts that matter most to you.