Drawing upon a cultural studies perspective, this study investigates the audience role in shaping corporate involvement in social issues – identified as cause-related corporate outreach. We assert that, more than consumer, voter, or passive receptor of corporate messages, the audience is an active participant in the communication process.This case study of the Avon Breast Cancer 3-Day Walk, one of the most visible fitness-based fundraising events, examines the meaning individual participants construct during their involvement in the event. The study provides a context in which public relations practitioners and scholars alike can better understand the role corporate communication plays in defining and preserving community and social values. This understanding can help corporations build communication that resonates with specific publics and is more beneficial to all involved. The research also extends public relations theory. It develops a cultural understanding of the growing phenomenon of corporate invo...