Dentsu Aegis Network ran a global market place campaign and programme in 2014 to increase the awareness of the place of CSR in day-to-day client work. The global "Media for Good" campaign focused on raising the awareness of the potential of advertising and media to do good when used to support charitable organisations. The global "Comms Lab" action programme educates people on how brands are using CSR as part of their communications, consumer engagement and growth strategies. In addition to the global campaign and programme, there were many local pro bono partnerships with charitable organisations as part of Media for Good.
Global awareness campaign: Media for Good
Between September and November 2014, Dentsu Aegis Network helped charities around the world to get their message across through the Media for Good campaign. This annual campaign highlights the power of advertising in doing good when it comes to helping small and medium sized charities get their message out to a wider audience. Our people donated their media knowledge and expertise to the tune of 6,887 pro bono hours on 13 campaigns, helping charities garner over $10m US in media value.
Global action programme: The Comms Lab
Launched in October 2014, the Comms Lab is an internal hub on the NEON intranet that engages and educates people on how brands are integrating CSR as part of their communications, consumer engagement and growth strategies. The Comms Lab showcases how advertising and marketing can transform the world by delivering social and environmentally positive outcomes, benefitting our business, our clients and the markets in which we operate.
Media for Good Case Study 1
Movember - Dentsu Aegis Network Global
Since 2012, Dentsu Aegis Network has globally supported charity Movember to raise funds and awareness for men's health. Movember is a worldwide charity that aims to "change the face of men's health" and help fund programmes, which work to improve the lives of men affected by prostate cancer, testicular cancer and mental health issues. In 2014, Dentsu Aegis Network secured over $4.9 million in advertising space in over 300 media networks, in 17 countries around the world and advertising space was unlocked in the Belgium and Singapore markets for the first time ever. In 2014, the global team helped to innovate the campaign with new and exciting ambient branding such as taxi wraps and putting a moustache on the Auckland ferry, all of which generated much press coverage.
Movember's social media campaign was also evaluated and the team helped increase the charity's digital advertising presence during the campaign. In addition to the media pro bono work, 327 employees across all offices helped raise a sum of $66,000 for the cause.
Media for Good Case Study 2
Le Chaînon - Carat Canada
Carat Canada has worked closely with charity Le Chaînon for the past 3 years. In 2014, they brought together other Dentsu Aegis Network brands to help promote the charity, whose mission is to support more than 10,000 women in difficulty each year. Since 2013, the team has helped secure over $2.1 million in media value on TV, radio, print, digital media and out-of-home advertising as well as leading strategic initiatives in native advertising, content and experiential marketing to amplify the charity's call to action. In addition, Carat Canada's CEO, Ody Giroux, has played an integral role in raising awareness for Le Chaînon by authoring articles for business publications and appearing on television broadcasts to discuss the importance of providing support to women in need.