“I firmly believe in the need for a greater incidence of social good in communications and media, the concepts of “sharing” and “inclusiveness” should become a part of our daily conversations because impactful progress is only worthwhile if there are more of us who are able to participate.”
Of course, it doesn’t hurt either that, according to Nielsen, 67% of people prefer to work for socially-responsible companies, 55% of whom are willing to pay extra for social good products and services. In South East Asia, the figure is closer to 64% of the market checks the label of products for social relevance and are willing to pay extra for products that they believe in, a trend that is strongest in the Philippines with 82% of the market, or 8 out of ten people, check for social good relevance of products that they buy, the highest globally – 30 points higher than the global average.
With this in mind, I’ve transitioned my personal design and creative direction to put social good at the core of every project that I handle. Whenever possible, I make it a point to include social good in the conversations that I have with clients, suppliers, and partners. The benefits of putting a premium on the social good benefits of advertising, marketing, and design are tremendous! Brands and businesses become champions of good in the eyes of the public and, statistically speaking, this is a guaranteed method of gaining loyalty from the next generation of customers.
In addition, social good projects create all kinds of opportunity in under-served markets, from economic to education, the end result is that brands and businesses become a part of the effort to expand a country’s buying power by becoming the spark that ignites economic capacity. This makes perfect sense, social good is more than just corporate responsibility, it is a measurable method for marketing ROI.
► WHAT I CAN OFFER
Corporate Social Responsibility (CSR) in the Philippines is becoming a standard component of many companies’ strategy for market engagement and employee retention. Which makes sense because, according to Nielsen, the trend of social good awareness is strongest in the Philippines with 82% of the market, meaning 8 out of ten people, check for social good relevance of products that they buy, the highest globally – 30 points higher than the global average. Bottom line, it makes perfect business sense for businesses to invest in programs that promote social good.
There are two key components of CSR that I specialize in because I believe they are the most important elements that will make any program effective, efficient, and measurable.
FIRST, I focus on PROGRAM CONCEPT, I view CSR Programs in the same way I would any advertising or marketing campaign, they need to have a compelling objective, a specific audience, and a clearly-defined impact. I believe that an effective CSR Program needs to be grounded on good ideas and practices that both the public and the client company’s employees will understand, believe in, and be passionate about. Without a compelling purpose and story, a CSR Program is just another activity and cost center that does not really accomplish it’s purpose of engaging people and making a difference in the name of a brand or business.
SECOND, by employing mobile media and established incentive management partners, my team is able to implement CSR Programs based on (1) a corporate-specific incentive system that has been tried and tested with different corporate and commercial clients for the past two decades both here in the Philippines and around South East Asia, and (2) I am able to track and measure CSR Program ROI and participation through a proprietary organizational incentive program and a mobile-based campaign promotions and engagement. What these provide is data, actual measurement of how people were engaged, how deeply they were immersed, and of how they can be engaged again for future campaigns.
Most recently, I’ve founded a social good company called Elements of Tomorrow that’s focused on creating opportunity and market access for under-served communities around the Philippines. My idea for the company is that it will serve as a flagship brand for all of the things that communities make and grow, allowing farmers and craftsmen to focus on what they do best in farms and workshops while their work is designed, packaged, and delivered to the wider market under a single brand. In support of this effort, I’m also working with a US-based organization called Common, *”a network for prototyping social ventures under one unified label – what founders call “the world’s first collaborative brand.” (*Mary Mazzoni, triplepundit.com)
Image from Common.is website
In support of my projects, I work with professional community development consultants who have extensive experience working on international social and environmental initiatives -their participation is an important aspect of how I ensure that every CSR Program I create will have a positive and long-term effect in the communities that become a part of a campaign.
The benefits are real, the effects are measurable, it’s time that CSR Programs go beyond charity and traditional philanthropy, my method and thinking is geared specifically for corporate social responsibility programs that become genuinely viable elements of any brand.
► VIEW CASE STUDIES
░ Case Study 2: Bike Scouts Philippines ░░░░░░░░░░░░░░░░
░ Case Study 2: Midnight Ride ░░░░░░░░░░░░░░░░░░░░░
░ Case Study 3: Elements of Tomorrow ░░░░░░░░░░░░░░░░
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Philippines License.