Communication For A Cause
The power of communication is intrinsic to what we do and is about taking a brand to the consumer in an intangible and emotional way which is only through communication and story-telling
The BW Businessworld Marketing Whitebook event that took off on July 28 was attended by the most sought-after media and marketing professionals. The likes of Luis Miranda, Chairman, Centre For Civil Society, Safeena Husain, Founder and Executive Director, Educate Girls and Lynn de Souza, Founder, Social Access came together to discuss the role of communication and movement building in social progress; how to market social firms. A closer look at an increasingly important subject
Generating value through effective communication
“Communication is the bedrock of everything we do,” said Safeena Hussain, Founder and Executive Director, Educate Girls, speaking on how she took raised money for her initiative Educate Girls just through impactful communication. Luis Miranda, Chairman, Centre For Civil Society, also spoke about how social media has the potentiality to tug at the most cynical heartstrings and get people’s attention towards a social cause. “Facebook is a tremendous way to get stories told,” he remarked.
Beyond figures and facts
Miranda also highlighted the potential of impactful story-telling which can drive people to action. “I am fascinated by the fact that there are so many people who do such great work but people don’t know what they do due to poor story-telling as the work is packed with facts and data. It is due to this that the essence of it all doesn’t come out,” pointed out Miranda. He also spoke about instances when he could grab people’s attention towards a societal issue just due to potent communication. “You think that people want to see data but it is something that gets lost. So it’s important to speak beyond it.”
Creating an emotional connect
Lynn de Souza, Founder, Social Access explained the importance of brands to be building an affinity with the consumer through establishing an emotional connect through their content. “For us, the power of communication is intrinsic to what we do and is about taking a brand to the consumer in an intangible and emotional way which is only through communication and story-telling,” she explained. Emphasizing on the need for brands to unleash a good side to them, she said,” If you are a tea brand, you don’t just sell a cup of tea but you wake up India and that’s how goodwill prevails,”