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, what happens if the company really and naturally supports something and truly engages with it, its values pass to the Brand.
After a full benchmarking analysis of an insurance company in Andorra called Multisegur Assegurances (read more about benchmarking here), we realized that the client was already supporting sports activities (the President of the company was very involved in this). This showed us a whole field of opportunities. Because Andorra has got a lifestyle where the sport is very present; Andorra held worldwide sports events, and Andorran athletics perform in the Games of the Small States of Europe.
We designed a whole strategy around the Brand and its relation to the sports. One of the actions was writing and editing a book about the Andorran Olympics called Andorra Passió per l’Esport. The idea was that all the benefits of selling this 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 organized 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 solidary book, and the athletics to come for the presentation and sign the books.