My Purposeful Journey

The Goodpitch 2010 – Storytelling to Change the World

I’ve always loved film to tell an emotional story. A documentary was at the heart of my first cause program for the Rockport Shoe Company, that eventually launched the walking movement in the US. How can you excite people about something as seemingly lackluster as walking?  Follow a walking evangelist Robert Sweetgall who took a year and travelled alone -  11,208 miles - to spread the word about the health benefits of walking. An engineer by birth, Sweetgall lost three members of his immediate family to heart disease.  In response to what could have been a preventable losses, he quit his job at Dupont  and became a one man walking health missionary.

Rob was a Forrest Gump-type character, setting out on his journey with sheer determination to make a difference. The film galvanized what was then an unheard of activity, walking for health and fitness.

My next venture (adventure?) into film was the creation of a syndicated TV package for Heinz about saving the modern American family.  Following that, a riveting psa series on childhood hunger for ConAgra Foods' Feeding Children Better childhood hunger campaign.

So when I was asked to attend the Good Pitch UK 2010 on behalf of Edelman, it was easy to jump at the chance.

The Good Pitch brings together filmmakers, ngos, foundations, corporations, government, media and philanthropists to discuss leading social issues and create coalitions and campaigns that benefit society, filmmakers  and partners.  

Now in its third year, the Good Pitch has screened over 60 films at events in London, Oxford, New York, Washington,  Toronto and San Francisco. During that time, more than 700 organizations have attended.  Think of it as a fantastically hopeful networking event, that has already seen dramatic outcomes with films igniting significant social justice campaigns with definitive results. One film,  The End of the Line, is  a story about the imminent death of the global bluefin tuna population. which has influenced the fish sourcing of one of the UK’s largest retail chains, Sainsbury's.

   
The Good Pitch is the brainchild of UK’s Channel 4 BRITDOC Foundation, supported by The Sundance Institute, Edelman and PUMA.Creative.  The mission of the Good Pitch is to: “Empower documentary filmmaking by enabling great films with global ambition,  by brokering  new partnerships and by building new models for filmmakers to deploy.”

Some of their awardwinning films include: The End of the Line, Afgan Star, Black Gold and The Yes Men Fix the World.

Channel 4 BRITDOC sees itself as a broker for change.  The social justice documentaries it supports powerfully advocate for social impact  in many different ways:  as classroom tools, support for governmental advocacy, altering the buying and influence of brands, as well as being used at the center of social justice campaigns to create movements for action.

The UK Good Pitch hosted 8 films in a “pitch” type format that has been rigorously crafted by the Foundation.  Filmmakers have seven minutes to present their work, in words and via a trailer. Then for the next 20 minutes they get peppered with commentary/questions from up to eight experts from post-production to communications, government and ngo specialists. (Think an intellectual version of the judges' commentary from American Idol). The 300+ in the audience listened raptly throughout the session, with great cheers for each carefully constructed pitch. That group was a potentially rich network of various types of partners for each presenter.

My two favorite films were A Small Act and Ping Pong.  A Small Act deals with an action we all do: sending donations to faraway places and then questioning whether our actions makes any difference at all. In the film, a Swedish benefactor, “adopts” a poor Kenyan village boy, enabling him to finish his primary education. He goes on to become a Harvard educated lawyer fighting for human rights.  The film unites the donor, Hilde Back with Chris Mburu and their unique link – she escaped the Holocaust, and he becomes a human rights lawyer fighting ethnic violence in Kenya.  Can one person make a difference? The characters in this film inspire each of us to do our small acts.

 Ping Pong, the last film of the day, took my breath away.  It follows nine octogenarians around the world to the World over 80s Table Tennis Championships in Inner Mongolia.  The Film with great humor and sensitivity is a life affirming adventure into another generation that examines the hope, passion, prejudice and immediacy of growing old.  Ping Pong provides a wonderful juxtaposition of an international sporting competition for seniors, filled with rivalries between avid players from around the globe.  Throughout the film filmmakers Hugh and Anson Hartford, 34 and 28, deftly challenge the expectations of life as people age. 

 
In my new role leading the Brand & Corporate Citizenship unit at Edelman, I can see opportunities for forward thinking CSR companies to partner with either of these films.  A Small Act, would fit with any organization that believe in the power of one individual to make an impact in the world.  Ping Pong, is perhaps the best ammunition for an organization that wants to align with aging baby boomers who desire to stay forever young, utilizing the film as the centerpiece of a celebration of aging with dignity and panache.

Edelman supports the Good Pitch because we believe that people, organizations and brands can act together to effect positive social change for mutual benefit.

I made some wonderful new friends at the Good Pitch and plan to support these visionary and dedicated filmmakers to ignite powerful social movements.

As Robert Redford said, “Filmmaking is an art of hope.”

 

The Case for Corporate Social Responsibility

Professor Aneel Karnani’s article, “The Case Against Corporate Social Responsibility” in The Wall Street Journal, takes a position that goes squarely against the merits of CSR. Digging deeper, we see that Professor Karnani believes “social responsibility is a financial calculation for executives, just like any other aspect of their business.” If socially responsible business practices must positively contribute to the bottom line, proof of their ability to do so is, quite literally, in the numbers. 68 percent of companies generate revenue through CSR activities, according to IBM’s Institute for Business Value. The Economist’s Economic Intelligence Unit found that 69 percent of CEOs say there is a strong correlation between a company’s financial performance and its commitment to sustainability goals.

However, when Professor Karnani reprises Milton Friedman’s 1970s-era position that the primary purpose of business is to make money, we must caution against myopically focusing on accounting ledgers. The road to profitability includes many checkpoints. While they may not have immediate quantifiable financial benefits, corporate reputation, talent recruitment, brand equity and differentiation, license to operate in global markets, among others, are critical to long-term profitability. In fact, as stated in Jeffrey Hollander’s The Business Case for Sustainability, reputation accounts for 75 percent of the total value of the average US business. Other indicators of CSR’s impact: during the recession, 65 percent of people have remained loyal to a brand or company because it supports a good cause (Edelman goodpurpose™ Consumer Study); 90 percent of people are more likely to work for a company that is viewed as socially responsible (Kelly Services); the perception of “doing good” raises the premium consumers are willing to pay for a brand by six percent (World Bank’s Independent Evaluation group).

A company cannot simply decide to be socially responsible and begin touting itself as such. Social responsibility must be embedded within sound business strategy. By approaching CSR in the same way that other business problems are addressed, Harvard Business School professor, Michael Porter, states that “[it] can be much more than a cost, a constraint, or a charitable deed – it can be a source of opportunity, innovation, and competitive advantage.” Companies that get this right have aligned public and private interests and are, by their very existence, socially responsible. While Professor Karnani seems to assert that these examples are rare, we would assert the opposite. Today there are countless examples of socially responsible companies large and small – from Nike and SC Johnson to TOMS Shoes and Method – addressing a myriad of social, environmental and economic issues locally, regionally and globally. They embody the future of business.

Social responsibility is the new business paradigm. 95 percent of CEOs, according to McKinsey, believe that society expects business to tackle social problems more so today than it did five years ago. The Boston College Center for Corporate Citizenship found that 74 percent of American consumers believe, in the current economic climate, companies must keep their “commitment in keeping corporate citizenship among the top business priorities.” So, when Professor Karnani states that the effort of companies to solve societal issues is irrelevant and that these tasks are better handled by governments and NGOs, executives and their customers would likely disagree. Perhaps business’ ability to be innovative and use its power for good is best stated by Virgin CEO, Richard Branson: “Business is the force of change … because problem-solving is what business is best at: innovating, changing, addressing risks, searching for opportunities.” In this regard, Branson asserts, “there is no more vital task.”

In short, it only benefits corporations to be socially responsible, and to not treat CSR as separate but incorporate social responsibility into the very fabric of the organization. The payoffs of doing so will be triple-fold: social, sustainable and fiscal.

 

Carol Cone
Managing Director, Brand & Corporate Citizenship
Edelman

Corporate Citizenship Issue Spotlight: Access to Safe Drinking Water

This week we focus on the Millennium Development Goal #7, Target 7c: To reduce by half the proportion of people without sustainable access to safe drinking water and basic sanitation. 

 

The UN states that 1.5 million children under five die each year from water and sanitation-related diseases. To address this, they declared that clean water is a fundamental human right in July.   According to Scott Harrison, founder and President of charity: water, “unsafe water and lack of basic sanitation cause 80% of diseases and kill more people every year than all forms of violence, including war.” Considering the associated reduction in employee welfare and labor productivity, this social issue IS a business issue.  For each $1 invested, the WHO estimates returns of $3-$34.  The following examples show how corporations, nonprofits and multilateral organizations are collaborating, engaging the public and developing innovative solutions to solve the clean water problem.

 

Your Birthday Can Save the World through charity: water

 

charity: water’s charismatic Scott Harrison visited the Edelman NY office last week to update us on his upcoming September campaign. For the past four years, the nonprofit has appealed to people to give up their birthdays and ask for donations instead of gifts. The donations fund projects to bring clean, safe water to people in developing countries.   We recommend watching their video for a great visual on this year’s project:
 

 

While many nonprofits providing safe drinking water exist, here are a few reasons why charity: water stands out.

 

1)  100% of the money raised directly funds freshwater projects. Similar to the Robin Hood Foundation’s business model, charity: water’s overhead is covered by wealthy donors and sponsors. 

 

2)   Proving it with Google Maps and media. Charity: water enables donors to locate the wells using GPS coordinates, and to view the people they help through photos and video.  They also provide a clear tally of their total impact on their website.

 

3)   Personalizing the experience.  In addition to bringing the human story directly to a donor’s computer through Google Maps, the organization launched mycharity: water. The site empowers people and groups to create their own personalized fundraising campaign, such as running, biking, birthdays, for the charity. 

4)   Brand excellence.  Charity: water’s brand gained inspirational meaning through its passionate leader, and through its iconic yellow jerrycan.  After layering on this foundation emotive advertising and design, hip merchandising, endorsements from celebrities like Jennifer Connelly and Hugh Jackman, and an association with partners like Google and Saks Fifth Avenue, the brand became emblematic of a new aspirational social movement.  

 

    

5)   Innovating to work with corporations.   The nonprofit’s digital platforms, large social following (1.3 million Twitter followers), brand excellence and small agile size make it a corporate cause marketing darling.   

 

In 2008, Saks Fifth Avenue gave the nonprofit their window space for a week, and tapped into their employees and vendors to raise a total of $700,000 for the organization. Other brands like Theory have worked with charity: water to develop their own innovative programs.

 

 

An Multilateral Organization's  Disruptive Advertising Campaign

 

A few weeks ago the CSR Twittersphere was animated over UNICEF’s shocking Dirty Water advertisement. A vending machine offered eight “flavors” of water that represent diseases affecting the global poor: malaria, cholera, typhoid, dengue, hepatitis, dysentery, salmonella, and yellow fever.  A purchase of one bottle through the vending machine provided 40 days worth of potable water for a child.  The event originally took place in March (see the video below), and then had an encore display in Times Square in July.

 

 

The awareness-building advertisement was disruptive and action-provoking.  In fact, it was possibly the most outrageous cause marketing we’ve seen in a while.  The campaign engaged 7,500 pedestrians, raised funds through online and text donations to UNICEF and attracted worldwide media exposure.

 

P&G Empowers Female Bloggers to be Part of the Clean Water Solution

 

In 2004, P&G partnered with several organizations to create the Children's Safe Drinking Water program, which focuses on reducing sickness and death resulting from drinking contaminated water.  P&G provides its PUR water filtration packets, advocacy, and other support for the program.  To date, the company has invested more than $25 million and works with organizations such as PSI, CARE, USAID, the U.S. Centers for Disease Control and Prevention, Johns Hopkins University Center for Communication Programs, and Save the Children, among others.  Through this program, P&G has delivered over 1.6 billion liters of clean drinking water.

 

Now, P&G is engaging another stakeholder in this global issue: female bloggers.  The company partnered with Changeagents.com to create a new social media campaign called Give Health Clean Water Blogivation.  For each blog post "given" by a woman, P&G will donate a day of clean water to a person in need, linking online engagement with offline community impact.

 

Corporate Citizenship News for August 11, 2010

2009 CSR Reports

PepsiCo*: Investing in Sustainable Growth 

In its 2009 Corporate Citizenship report, PepsiCo highlighted a few of its ambitious 47 goals and commitments, which serve as guidelines for the company’s corporate citizenship program. These goals support the four main pillars of the company’s CSR strategy: Performance, and Human, Environmental, and Talent Sustainability.  Each pillar targets a different PepsiCo stakeholder: Shareholders, Consumers, the Planet, and Employees. To read more, you can download the report.

 
Here are a few aspects of the company’s program that interest us, and some more recent initiatives:

• Human Sustainability (nutrition): PepsiCo’s focus on R&D and innovation has lead to a $10 billion portfolio of nutritious products.  Over the past 3 years, PepsiCo has increased R&D by 40%. Of its 47 goals, 11 address the well-being of people in developing and developed countries. 

• Environmental Sustainability: PepsiCo is committed to the UN’s Millennium Development Goals to provide sustainable access to safe drinking water in developing countries.  They aim to provide clean water to three million people in developing countries by the end of 2015, and to create positive water balance across all of their businesses.  This means that for every liter they use, they return one to the Earth.

This year, PepsiCo announced a joint venture with Tata Global Beverages to launch bottled water in India for only $0.40 a gallon. By changing the packaging, PepsiCo can offer a significantly cheaper version than its $1.15 per gallon Aquafina brand.

• Talent Sustainability: In 2009, PepsiCo increased the percentage of women executives globally to 30%.  More recently, they participated in the BlogHer conference, a summit for online women community leaders. Their Sofa Summit breakfast at the event engaged several of PepsiCo’s female leaders in a dialogue on the potential of women to drive innovation and catalyze transformation

• On a more fun note, PepsiCo’s convenient foods business unit Frito-Lay launched the Lay's Mobile Farm campaign, featuring a 70-foot long traveling greenhouse.  People in each of the 6 cities that the farm will visit can touch the plants and meet a Lay’s potato farmer.  The campaign builds on Lay’s strategy to celebrate the people and communities that produce its products.  Lay’s will also donate plants to help grow community gardens. 

• This year, PepsiCo also launched the well-publicized $20 million Pepsi Refresh campaign, a philanthropic program using crowdsourcing to identify top societal innovators and entrepreneurs. The initiative was praised for committing an additional $1.3 million to BP oil-spill disaster efforts.  Corporate involvement in spurring social innovation may be the answer to this country’s lagging ability to create social enterprises, compared to the rest of the world.

• We also like Pepsi’s viral Yo Sumo campaign, which enables US Latinos to share their inspirational stories of how they are changing the landscape of this country.  Latinos who submit their material have a chance to be part of Pepsi’s Yo Sumo documentary with Eva Longoria, who is also involved with Pepsi Refresh.  Pepsi launched the initiative in support of the 2010 Census to encourage Latino participation.

PepsiCo is wise to incorporate diversity into its main strategy.  In 2009, the combined purchasing power for Hispanics, Blacks, Native Americans and Asians was $2.462 trillion, according to the University of Georgia’s Selig Center.  And this spending power will increase. Last year the US multicultural population accounted for 48% of U.S. children born, 47% children under age 5, and 40% of teenagers ages 15-19, according to the Population and Development Review, 2010.

*PepsiCo is an Edelman client

Corporate Citizenship News for August 9, 2010

Nonprofit Spotlight

Games for Change is Changing

“By weaving gaming, marketing and social entrepreneurship, a new form of journalism has emerged with the power to connect, educate, and activate a mass audience.”
-Nicholas Kristof

 
The nonprofit Games for Change (G4C) is expanding from influential industry festival organizer to a multi-service organization with the ability to raise the social gaming industry standard.  Its mission: to harness the extraordinary power of digital games to address the most pressing issues of our day, including poverty, education, human rights, global conflict and climate change. 

Two recent behavior shifts are positively impacting the social gaming industry.  First, the public increasingly understands the connection between digital games and societal impact.  Secondly, games like Zynga’s Farmville have proven consumer interest in engaging in digital media on a daily basis, and in paying money for virtual status-generating incentives. 

To capture the potential behind these behavioral shifts, G4C recently hired Co-Presidents Asi Burak and Michelle Byrd, both of whom have deep expertise in media for social change and in scaling nonprofit organizations.  Mr. Burak will lead curation, development, and execution of G4C programs, while Ms. Byrd will lead the institutional relationship and partnership development, among other responsibilities.

What G4C does, in a nutshell:

• The 7th annual Games for Change Annual Festival in New York brought together over 600 nonprofits, experts, students, and game developers to explore the increasing real-world impact of digital games as an agent for social change. The Festival also showcases innovative new games in development.

• The new Consulting and Producing Services Group works with individuals and organizations that are interested in computer and video games to further their public, philanthropic or academic interests. The comprehensive suite of services includes industry orientation, conceptualization, vendor-selection and production.

Why companies should consider using social gaming:

• Chevron’s Energyville is an excellent example of how a company can educate potential customers and stakeholders on an industry or societal issues. IBM has also recently launched the SimCity-style CityOne, a new "serious game" that helps customers, partners and students discover how to make cities smarter by solving real-world business, environmental and logistical problems.

• We also like Supreme Court Justice Sandra Day O’Connor’s iCivics website, a resource for educators and parents that teaches about the Constitution, Bill of Rights and the three branches of government through free online game play.

• General Mills’ Cascadian Farm uses Farmville to educate potential customers on their product. Users can learn about organic farming and green living by planting free branded Cascadian blueberries, while also earning points. How can your brand build a relationship with consumers through a direct virtual experience?

• G4C is currently working with New York Times columnist Nick Kristof and Sheryl WuDunn to bring their Half the Sky book and its movement to emancipate women to a mass audience by repurposing content for video games.

• After the earthquake in Haiti, FarmVille, FishVille, Mafia Wars and Zynga Poker raised $1.5 million for relief by selling virtual goods within the games. How can your brand incentivize customers to pay real world money for cause marketing campaigns?

Some other suggestions on how social gaming can further your company’s cause marketing strategy:

• Take a physical convening into a virtual space
• Reach out to your brand’s illiterate customers through easily understandable and engaging media
• Work with G4C’s regional offices to develop local culturally-customized solutions

 

 

Corporate Citizenship News for August 5, 2010

Company Corporate Citizenship & Cause Marketing News

Intel, MTN Collaborate on African WiMAX Venture 
Intel and South Africa's MTN recently announced a collaboration to increase broadband access in Africa and the Middle East. According to Intel sales and marketing Vice President Gordon Graylish, the partnership will “accelerate bridging the digital divide” in Africa and “give its citizens economic opportunities similar to those in developed countries.”  The companies plan to achieve this by creating more affordable PC bundles and cost-effective internet browsing devices.  Intel's venture capital division and the MTN Group will invest in emerging technology companies that are innovative and solve local business and social problems.  In partnering with MTN, Intel adds a different set of expertise to help tackle the issue and establishes a local connection within Africa.

The integrated partnership will also include a joint effort by the MTN Foundation and Intel Education's CSR department to equip students and teachers with technology skills. The collaboration aligns with Intel Foundation’s three goals to, 1) promote math and science education, 2) inspire youth around the world, and 3) give back to the community.  In June, the prestigious Committee for Corporate Excellence in Philanthropy awarded Intel for the tremendous global success and impact of the Intel® Teach Program.  Visit Intel’s CSR site for more information.  

Highlights from CSR Reports

Barilla* Releases its First Sustainability Report
“Feed others as you would feed your own children”
After a two-year development process, the family-oriented Italian food company has released its 2008 Sustainability Report.  In developing its reporting methodology which complies with GRI G3 guidelines, Barilla established a partnership with FONDACA, or Active Citizenship Foundation, a research and training organization specializing in corporate sustainability.  This thorough process supports Barilla’s long-term objective to have all company stakeholders actively participate in reporting so that sustainability is reflected in their business strategies.

This brings to mind the 2009 cause marketing campaign that Edelman created with Barilla to support its mission to help people live better, longer, in a healthier environment.  Share the Table: The Barilla Family Dinner Project communicates the value of sharing family meals and strengthens the invaluable social connections made during formative childhood years.
*Barilla is an Edelman client

Inspiration

TATA: The Evolution of a Corporate Brand 
Morgen Witzel’s new book TATA: The Evolution of a Corporate Brand is a must on our summer reading list.  We wonder, how has the Indian conglomerate developed and upheld its purpose-driven brand throughout its acquisitions straddling the automotive, steel and chemicals industries?  From the reviews that we have read, we know that the book explores the brand’s meaning, including an evaluation of internal values and external perceptions existing in India and abroad. The 140-year old Tata is remarkable for going beyond CSR, and creating shared value between it and the societies with which it engages.   As B. Muthuraman, Vice Chairman, Tata Steel Ltd. stated, “Putting society as a fundamental and integral part of their business is one of the biggest values that the Tatas have brought to the world.”  The company’s combined development-related expenditures amount to around 4% of its net profit.  To read more about their commitment to society, visit their website.

 

Richard Edelman’s Moving Notes on his Meeting with Elie Wiesel
We end today’s news brief with a thought-inducing blog post from Edelman’s CEO Richard Edelman.  He shares his impressions after meeting with Elie Wiesel, Holocaust Survivor, professor, Nobel Laureate, author and inspiration.  Professor Wiesel’s powerful words are purposeful and relevant to the societal responsibility of companies today: “You can make more of a difference today in business than in politics.”  There is more, and we encourage you to read on.

  
 


 

 

 

Corporate Citizenship News for August 4, 2010

Company Corporate Citizenship & Cause Marketing News

 

Toyota Reduces Fuel Consumption with a (Virtual) Glass of Water

Our team here at Edelman is generally a fan of tech gadgets, so we were excited to see Toyota Sweden’s new free iPhone app A Glass of Water, which can be downloaded from the Toyota Sweden website or the iTunes store.   A virtual glass of water on the iPhone screen reacts to sudden acceleration or braking. The amount of water that splashes out of the glass is recorded so the driver can assess their performance at the end of the trip. The goal of the application is to provide drivers with a pleasurable, yet challenging way to reduce fuel consumption and CO2 emissions. The development of this app marks one more step toward Toyota’s goal of “reducing CO2 emissions by promoting the development of technologies to achieve the best fuel efficiency performance in each country and region.” For more information, visit Toyota’s Sustainable Development CSR site.

 

 

Samsung Prepares for Ramadan through Cause-Marketing

Samsung Electronics* has announced a new campaign to celebrate the holy month of Ramadan in the United Arab Emirates through a philanthropic collaboration with the nonprofit Beit Al Khair.  Samsung will donate a specified amount for certain products that consumers purchase through Samsung’s distributors in the UAE.  Samsung has also developed a micrositeto gather insights from consumers by asking them to share their special Ramadan moments.  According to Marco Vocale, Head of Corporate Marketing, Samsung Gulf Electronics, “Ramadan is a time of giving and the Holy Month is the perfect opportunity to demonstrate the company’s commitment to corporate social responsibility and ongoing dedication to helping those in need.”

 

Holiday-related cause marketing is nothing new in the U.S., and we expect to see it increase in the UAE.  In The Sustainability Advisory Group’s 2010 survey, What do Middle Eastern Executives Think about CSR?, 62% of regional executives believe that CSR is more important in the current economic climate, compared to 54% in 2009.  

 

Corporate Citizenship News for August 3, 2010

What an exciting time to work, study and participate in citizenship – whether brand, corporate or nonprofit oriented – there is so much innovation and collaboration taking place.  As I learn the ropes at Edelman and increasingly embrace the vast amount of resources and talent around the world, I will be sharing as many insights, news and work that I can.   So here is the beginning of what fascinates me and my colleagues:

 

Company Corporate Citizenship & Cause Marketing News

 

Nike’s Gamechangers website:

“Changing Lives through Football”

Nike Soccer's Gamechangers have shown the power of soccer to effect social change on a range of issues from homelessness to health to education.  Nike is expanding the team and is looking to the public to select the new Gamechangers. The process began in May when they launched the Changing Lives Through Football Competition in partnership with Ashoka's Changemakers. Organizations using soccer to enact social change were invited to submit an entry for a chance at a share of $90,000 in prizes. Finalists were selected by a panel of expert judges. Now the public will determine the winner.  Voting closes on August 18, 2010 at 3:00pm PST. Individuals can only vote once but can share the voting widget with as many people as they like. 

 

OfficeMax and DonorsChoose.org Pledge Support for WaitingforSuperman.com
Participant Media recently announced two new corporate partnerships for their online Take the Pledge campaign supporting the national release of the award-winning documentary film Waiting for Superman this fall.   DonorsChoose.org will donate $5 gift cards to every person who pledges to see the film by September 15th.  The gift cards can be used to fulfill requests made by American public school teachers who post classroom project needs on DonorsChoose.org.   Once the campaign reaches the next pledge benchmark of 40,000 people, OfficeMax will increase their commitment to their A Day Made Better program. OfficeMax will add an additional 40 to the 1,000 teachers who will receive $1,000 each in school supplies.  Waiting for Superman examines the crisis of U.S. public education through multiple interlocking stories.  The film's trailer is powerful and worth watching: http://www.waitingforsuperman.com/ 

 

 

Kraft Foods Brings the Face of Hunger Directly to its Employees 

Kraft Foods is bringing Michael Nye's portraits of hunger to three Kraft locations with the goal of educating employees and inspiring action in the fight against hunger.  This initiative supports Kraft’s larger commitment to fight hunger.  In October, the company will launch its second annual Delicious Difference Week initiative in which more than 14,000 employees in 50 countries around the world will partner with local food relief programs to deliver food and other services to people in need.  Since 1990, Kraft’s foundation has donated nearly $1 billion in cash and food.

 

 

Highlights from 2009 CSR Reports

 

Dannon* 

Dannon's corporate mission is to bring health to the greatest number of people across America through its products' benefits.  Its three core values are Nutrition and Health, Nature (sustainability) and People (employees).  The company uses its Dannon Next Generation Nutrition® grant program to help children understand the importance of healthy eating habits and being physically active.  It does this by helping organizations provide childhood nutrition education programs within the states where Dannon has its headquarters or a plant.  Dannon also participates in the Children's Food and Beverage Advertising Initiative (CFBAI), and has committed to limiting advertising to children under 12 to only nutritious food choices. 

* Dannon is an Edelman client

 

 

UPS**

In its 2009 CSR report, UPS announced that it gave $79.6 million in charitable contributions, including in-kind giving, despite the recession. Employees and their families volunteered 1.2 million hours and contributed $53.2 million to United Way.  Additionally, UPS awarded 50% of its grants to local agencies where UPS employees volunteer.  Among the company’s CSR awards in 2009, Fortune Magazine ranked UPS as #1 in the Delivery industry for Social Responsibility in its Most Admired Companies ranking.   UPS’ excellence in employee engagement is important to their viability as a company.  Not only are employees the face of the company through their delivery services, but 43% of full-time employees are also shareholders.

**UPS is an Edelman client

 

 

Reporting

GRI Announces New International Integrated Reporting Committee (IIRC)
The International Integrated Reporting Committee (IIRC) was created yesterday by the London-based Prince's Accounting for Sustainability Project (A4S) and the GRI.  The organization will develop and promote global standards for companies to report their financial, environmental, social and governance performance in an integrated fashion.  Robert Eccles listed the following barriers to systemic adoption of integrated reporting in his Harvard Business Review blog post:

• "Closing the books" on nonfinancial information at the same time as financial informationsince the internal measurement and control systems of the former currently lag the latter in terms of rigor and sophistication
• Finding a way to understand the relationships between financial and nonfinancial performance (Most companies claim good environmental, social, and governance performance contributes to shareholder value but provide very little data to back up this claim.)
• Getting analysts and investors to really pay attention to the company's nonfinancial performance
• Deciphering the current complexity of financial reporting, which makes it hard for all but the most sophisticated readers of financial statements to truly understand a company's performance
• Figuring out how to measure and disclose the risks a company is taking to create value
• Compensating for the lack of a globally agreed-upon set of standards for nonfinancial information

 

My first 120 days at Edelman

With my first 120 days at Edelman under my belt, I am finally able to settle in and reflect on the whirlwind of ideas, opportunities and new relationships these months have brought.  I have traveled over 10,000 miles and have met with executives from Fortune 500 companies, and heads of smaller fast growing brands and nonprofits. This past week alone I visited five cities on the West Coast.  I am more energized than ever.  There is an infectious excitement from speaking with leaders who show so much innovation and passion for giving their company brands greater purpose.  I have also made new friends at Edelman who share my interest of finding shared value between their companies and society. 

While I was in L.A. The Do Something Awards created some buzz, so I thought it would be worth reviewing in this post. 

 

 

You’ve got a choice

You’ve got a voice. 

You’re in a rut, get off your butt

And do something!”

– Jane Lynch

Social entrepreneur Jessica Posner, 23, did just that and last week was awarded with $100,000 at The Do Something Awards.   The fact that she won is a testament to the power of philanthropic crowd-sourcing. Each of the five candidate’s project was compelling, their message personally touching.  But the public’s decision was not based on personal charisma and sentiment alone.  If so, the prize should have gone to Jacqueline Murekatete who, at 9, lost her parents and six siblings in the Rwandan genocide.  After escaping to the US, she eventually started her anti-genocide organization. 

Instead, the prize went toward the organization that Jessica founded, The Kibera School for Girls and Shining Hope Community Center.  Jessica will use the money to invest in an income-generating program that will provide clean water for the community. The earned income will in turn fund the organization’s other initiatives like health and education.  Jessica’s use of the funds is impactful, a clear winner from a sustainable business point of view.

An investment in the “Rock Stars of Social Change”

Do Something’s approach represents something larger – a focus on the game-changers, the social innovators and powerful personalities who will find innovative solutions where corporations, non-profits and governments have not (innovation is costly!).  While the Awards are now in their 14th year, a national trend toward investment in entrepreneurialism has been happening.  You can see this through the national interest around the Pepsi Refresh campaign, Goldman Sach’s $100 million 10,000 Women  program and their more recent $500 million 10,000 Small Businesses program.

The Judging Criteria can be the guidelines for any socially-conscious purpose-driven leader. Among my favorites: relaying confidence and enthusiasm about being a leader; having a long-term vision for the growth and sustainability; cultivating long-term and respectful partnerships  within a community.  Being passionate.  Being committed and “Best-in-Class”. 

The power of The Awards also comes from another defining force, Millennials.

Build the engagement platform and the Millennials will come (but throw in some celebrities first…)

The Millennials were practically born socially aware. As the product of the Earth Day-creating Boomers and Gen X-ers, social responsibility, recycling and other things once considered “granola” are as part of their upbringing as peanut butter and jelly and reality TV shows.   The internet and advent of social media enable them to inform themselves and engage with causes. Geography is no longer a barrier and speed of information access has increased.  The declining employee loyalty of their parents has influenced a more entrepreneurial self-empowered mindset, irreverent of traditional corporate paths.  This has inspired innovation and entrepreneurship, and the corresponding confidence of success. 

 

Combine all these factors and you have an uber-engaged, hyper-active talent pool.  How times have changed from a generation ago.  As George Lopez pointed out on the Awards show:

 

When I was a kid doing nothing came very easy to me.  When the earthquake in Haiti struck it would have been easy to do nothing….but I finally did something.  We are here to honor the outstanding young people who understand the importance of making a difference.

The Awards elevated these young people to hero status, while also using social media to give other young people a chance to be heard.  As Michael Zeisser in his recent McKinsey article put it, this “recognition by peers is a powerful motivator, and brands that allow users to gain it deliver real perceived value.”  This ultimately generates Word of Mouth buzz that can be treated as another form of measurable media. 

This week’s Good Purpose blog post also discusses The Do Something Awards, and Clean & Clear’s “Join the Surge” campaign.