Ford, GM are latest offering relief to those hit by job loss

— -- General Motors and Ford joined a growing list of companies that are targeting fears about joblessness.

Both automakers announced Tuesday that the companies will make car payments for some customers who lose their jobs.

The companies are just the latest in the marketing world to use a twist: ads that boast about helping the newly unemployed.

Some of the nation's savviest marketers also have figured out that the best way to get folks who fear job loss to spend money is to promise them a rebate, refund or special deal if they are laid off shortly after the purchase.

"Altruism marketing is a powerful way to say, 'We care,' " says Michael Silverstein, senior vice president at Boston Consulting Group. "I expect to see a lot more of it over the next 90 days."

Walgreens is just the latest retailer to offer special deals to the jobless. The national unemployment rate hit 8.1% in February.

Who's doing it now:

•Health care. The Walgreens plan is offered at its 342 Take Care Clinics located inside a limited number of Walgreens stores. The service is available to the unemployed and their dependents who are uninsured and had used the service prior to their job loss. (Details: takecarerecoveryplan.com.)

Besides helping the jobless and their families, the move also will build "greater awareness" of the rapidly expanding health clinic chain, Rosenbluth says.

GM's new CEO Fritz Henderson said that under GM's "Total Confidence" program, the company will make up to nine car payments of $500 each for customers who have lost their jobs through no fault of their own. Customers must qualify for state unemployment to be eligible for the program. The program starts April 1 and runs until April 30.