JOTIS S.A. - CSR Program “A hope is born!“
Intro:
Design of a 360-communication program for the CSR program “A hope is born!” aiming to contribute to the increase of births in remote villages.
The challenge:
JOTIS S.A. needed to make the 4-year CSR program it was going to implement with the HOPEgenesis NGO heard and relatable with its values and corporate identity. The program tackles the demographic problem in remote regions of our country, where birth rates keep declining.
The funding that JOTIS undertakes through this initiative are all the medical costs throughout pregnancy until childbirth, as well as the provision of baby food for the first two years of their lives.
Solution:
We created a logo and named the program “A hope is born!”, giving it a positive tone and one relevant to its nature which aims at increasing births. A prestigious Press Conference marked the launch of the initiative and was hosted in large TV shows and in the news, due to the speakers and the media relations carried out.
A web video – which was also played on TV – a radio spot, press releases, native articles and a wide digital campaign raised awareness, while we highlighted and took advantage of appropriate occasions to keep the program TOM during the two years it has been running.
Since the CSR initiative embraces 90 remote mainland villages, we also carried out local media relations programs, in order to create awareness for the program amongst the potential candidates for motherhood.
Outcome for the first two years of the program:
- More than 17 appearances in nationwide and local channels
- Over 200 articles in print and digital media
- Video views of content on JOTIS’s Social Media: 2.060.681
- Reach: 3.113.460
- Impressions: 18.740.395
- Many positive comments about the initiative from the public
Corporate Affairs Excellence Awards 2019
- Special award in the Best use of KPIs category
- Gold Award in the CSR Program/ Action
Retail Business Awards 2019
Silver Award in the Supplier’s CSR Campaign category
Marketing Excellence Awards 2019
Gold Award in the Communicating Effectively - Cause Related Marketing category
Super Market Awards 2019
Gold in the CSR – People category
