NextBillion - An Initiative of the William Davidson Institute at the University of Michigan

A cause marketing campaign from a global seller of electrical equipment and services is borrowing a thought from a proverb, declaring that it is better to give away a light than curse the darkness.

The campaign is on behalf of Schneider Electric, a French company with operations in more than 100 countries including the United States. Among its brands are Square D, Pelco and the Juno Lighting Group.

The way the campaign works is suggested by its theme, “Charge the world, change the world.” For each EVlink indoor electric-vehicle charging station that Schneider Electric sells in North America, the company will donate a solar-powered, battery-operated LED lamp to a family without access to electricity.