With the new demands, it is essential to create a change, and here is where the social impact campaigns make their appearance. They have gained increasing prominence in the business world. But what are they and why are they so important? Let’s explore the benefits and one impactful campaign of ours in particular.
Social impact campaigns are marketing efforts to create a positive social change to address social to environmental issues. They are typically carried out by non-profit organizations, social enterprises, the government, businesses or other stakeholders. Often to raise awareness, promote positive behavior or bring about change.
Here are some of the best in-class example campaigns that are challenging major issues of today. Gun crime: Change The Ref – The Lost Class, Climate Change: Suncorp – One House to Save Many, Inequality: State Street Global – Fearless Girl, Pollution: Corona – Plastic Fishing. These campaigns are normally embraced by the community and awarded in advertising, in ceremonies like Cannes Lions, and in Fast Company “World Changing Ideas”.
Why should non-profit organizations and even businesses care about creating more social impact campaigns, especially in today’s world?
- Every part of the world faces a number of social challenges. In Latin America some of the main challenges are poverty, inclusion and inequality to deforestation and pollution. By creating social impact campaigns, it is possible to play a key role in positive change for the communities.
- Brands with well-executed social impact campaigns can have a positive change on the reputation and brand image if it is authentic to the brand itself. It is important to highlight the social and environmental efforts – this would make a difference among other campaigns.
- Consumers today are interested in supporting businesses that have a real social or environmental purpose, especially in Latin America, where the challenges are particularly acute. Establishing a commitment to social impact, will create an effect and empower communities, as well as winning the trust of the customers.
- There is a growing demand not only for NGO´s, but also for all companies to demonstrate their corporate responsibility and contribute to social development. With the creation of social campaigns, organizations can demonstrate their commitment to social responsibility, which can help build trust among customers and investors.
A good example from us is the Pimp My Carroça campaign, a pro bono work that was launched by Sherlock Communications in Brazil to raise awareness of the plight of the people who collect and sell recyclable materials from the streets of Brazil.
These workers face other challenges such as the fact collectors can walk more than 10 km each day and their “carroça” can weigh more than 500kg. In the campaign ‘Pimp My Carroça’ we developed a mobile application called Cataki, providing collectors a safer way to work and the opportunity to earn more money.
We also collaborated with local artists and designers to transform their carroças into works of art, and, by doing so, drawing attention to their role in the community of sustainability and change.
The campaign was a huge success, generating media coverage and raising awareness about the collectors´ work and sustainability in Brazil. The most significant impact was the change it brought to the community’s attitudes towards the collectors, seeing them as essential contributors to the sustainability efforts in the country.
With the rise in interest as a result of our press coverage of Pimp my Carroça, we were able to approach and secure partnerships with Nestle, Coca-Cola, Guaraná Antarctica, and Klabin.
But there are many more social issues to solve with the help of individuals, communities, and governments around the world. Social Impact Campaigns like this offer a powerful way of creating, changing values and making a positive social impact. They also are an increasingly important tool for both profitable and non-profitable businesses operating in the world and in Latin America.
Let’s create social change together.
