Social impact campaigns are created with the objective of engaging the public through actions focused on health, culture, education, environment, or work. Such campaigns aim to highlight the possibility of making the world a better place.
Whether through philanthropy, sponsorship, awareness, or promotion, social change campaigns are not focused on sales, but rather on spreading a cause advocated inside and outside the institutions in question.
A report released by Capgemini Research in October 2020 revealed that 79% of consumers modified their purchasing preferences based on a company’s social responsibility, inclusion or environmental impact.
For example, the “McDay Happy” campaign created by McDonald’s benefits 66 projects from 53 institutions involved with pediatric oncology. The campaign has been a success in Brazil for 23 years, spearheaded by around 20,000 Ronald McDonald Institute volunteers.
TOMS, a espadrille brand, has launched a social action in Argentina which has spread to the rest of the world: for every pair of shoes sold, another pair is donated to a child in need.
Another example comes from BASF, a multinational chemical company that recently opened registrations for the Connect to Transform 2022 Edictal. The brand will select and sponsor social and environmental projects to be implemented in Chile, Brazil, and Argentina.
Latin American consumers are increasingly aware of corporate sustainability. The 2020 crisis has awakened a social conscience which is directly reflected in their routines, and consequently in their purchases.
Social values have never been so important, especially among young people. According to a survey conducted by Infobase, 57% of consumers in Brazil say their loyalty to humanized brands has increased.
A survey carried out by IBOPE/Conecta in São Paulo pointed out that:
- 62% of consumers would abandon a regular brand for one which supports social causes that are of interest to them;
- 50% of respondents would be willing to pay more for products or services from companies that give back to society.
The data shows that consumers are opting for brands that look at business without losing focus on people. There is a certain public expectation for companies to express (and demonstrate) their commitment to helping individuals and society, especially during times of crisis.
Advertising which advocates for social change can act as a catalyst for the transformation and improvement of society as a whole, and can also help to position your brand, establishing a more consistent and lasting bond in the hearts and minds of your target audience.
It’s time to rethink initiatives, identify opportunities and embrace social causes. It is important to pay attention to all aspects of social impact campaign creation, from planning to execution, focusing on strategies, perspectives, reasons, and tools that can generate long-term impact, both for the brand and for the world.
Now that you know more about the power of social impact campaigns, you may be wondering: where to start?
Here at Sherlock Communications, we strive to act as a reference in social responsibility in Latin America. We respect and support each of the communities in which we operate, as well as setting aside a portion of our hours to support projects on a pro-bono basis.
Corporate social responsibility is a subject that is part of our everyday life. Here are some important points to consider, in our experience, before you begin building social impact campaigns:
- Actions must stem from the inside out. When creating social impact campaigns, it is important that the company demonstrates coherence and consistency between its words and its actions, implementing a genuine corporate culture focused on social responsibility.
- What is the face of your brand? Seek to implement projects which are aligned with the objectives and purposes of the company.
- “More of the same”. To create a consistent and successful project, you’ll need to align yourself with empathetic and salient themes. There is no magic formula, so “think outside the box”, avoiding imitations and activations which take place on one-off dates only.
- Don’t promise what you can’t deliver. Developing social responsibility requires continuity and persistence.
- Get to work!
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