Doing GOOD is good for business.
In consumers minds, the fact of a company caring about an issue that other parts of the community do as well makes those businesses more human. On the other hand, when a company naturally supports and truly engages with the cause, its values pass to the Brand.
After a full benchmarking analysis of an insurance company in Andorra called Multisegur Assegurances, we realised the client was already supporting sports activities (as the CEO was deeply involved). And a new range of opportunities to explore came up. Because in Andorra's lifestyle sports are very present, welcoming worldwide sports events, and also because its citizens most commonly perform in the Games of the Small States of Europe.
We designed a whole strategy for the brand related to sports. One of the actions was to write and edit a book about the Andorran Olympics which we titled Andorra Passió per l’Esport (meaning - Andorra Passion for the Sport). The CSR here was that all the benefits of selling the book would go to UNICEF Andorra and Caritas Andorra, two NGO’s with worldwide representation, to invest in projects for the local society.
I got in touch with all the Presidents of the sports Federations in the country to invite them to collaborate in the solidary project. With their help, I wrote all the contents and compiled all the photos. I worked closely with the design department for the layout. I created a whole communication plan just for the book, which we would present in the traditional celebration called Sant Jordi (a fairy-tale of a dragon and a princess, where roses and books get exchanged).
I organised the event for this day. Usually, a little fair is held in the middle of the town in the capital with stands selling books and roses. In this occasion, I asked the sports federations to give a gear from their sports as a present to raffle between those who were buying the book, and the athletics to come for the presentation to give autographs.
I am now running Ourgoodbrands.com, a digital Media platform which aims to promote social entrepreneurs and brands that are sustainable, ethical and eco&social-conscious. We want to provide information to consumers about more sustainable living options through brands that are creating a real impact worldwide and contributing to social causes and the health of our planet. As you can see, these "GOOD BRANDS" have the CSR integrated in the core of their product or services by supporting communities with a "give back" strategy or by creating products that are truly sustainable. If you are one of these incredible brands, get in touch with me to find out how we can work together and give you the push you deserve!