Top Socially Responsible agencies with consistent and impactful CSR efforts
By Felicia Nwosu
In a world of fierce competition among agencies, many have come to agree that it is expedient to not just flourish or stay afloat in business, but to leave a lasting impact on the community in which they operate.
Many practitioners have realized that apart from innovating through technological adoption, there is a need to redefine their agencies’ distinctive brand promise by setting unique selling propositions which cut across quality, price, and customer service to beat competition. Therefore engaging in corporate social responsibility programmes is an ideal way of building loyalty among customers.
In this special report, MARKETING EDGE, in no particular order, undertakes an unbiased approach to list top agencies that have been consistent with some very impactful CSR initiatives over the years.
Nimbus Media, a leading digital Out-Of-Home (OOH) advertising company flagged off its NimbusAid Project particularly for women-owned businesses aimed to support winners with N2 million worth of advertising on its LED screens across the country to enable startups that have no resources to carry out promotional campaigns that will immensely impact their brand positioning and marketing efforts. Overtime, it has become an annual groundbreaking project for the agency
SBI Media Limited, a leadingB media agency in Nigeria also demonstrated its commitment and consistency towards youth’s workshop and empowerment programme tagged: “The SBI Media Workshop”, which was its maiden edition of its corporate social responsibility (CSR) project journey.
The SBI Media Workshop was aimed at encouraging young Nigerians on how to hone their creative skill effectively by boosting their creative morale and innovative ideation. The workshop ensured that upcoming media entrepreneurs and other innovators were rewarded with cash gifts in grants for their viable ideas and a lucky round-trip ticket winner, courtesy the Turkish Airlines.
During the pandemic, as a corporate organisation, the agency extended its arms of love to the neighborhood with both material and financial gifts to keep them hopeful at the peak of the pandemic.
To sustain the momentum of the love and as part of its making a remarkable mark on its 10th anniversary celebration, the people-centric agency thought it right to reach-out to its host community by engaging on a embarking on a charity project in order to give back to the society. It also went as far as securing the permission of the relevant authorities to renovate the sickbay of the Adeniyi Jones Pry School at Akora, Lagos to demonstrate its people-centric nature.
As part of its effort in investing hugely and impactfully to the society where it operates as an appreciation to the ecosystem that has contributed to its successes, Nigeria’s premier marketing innovation outfit, GDM Group hosted a high impact master-class where it engaged industry stakeholders during the maiden edition of its Marketing Innovation master-class tagged ‘Raising the Bar’ in commemoration of its decade long sojourn in the industry. This was geared towards equipping and building future leaders for the industry.
CMC Connect (Perception Managers)
This agency as one of Nigeria’s foremost strategic communications groups has demonstrate its role as a public relations firm when it launched an initiative called ‘Plastic Responsibly Nigeria’, in commemoration of the 2020 World Environment Day, geared towards re-orientating and educating Nigerians on the health implications of indiscriminate use and disposal of plastic in Nigeria.
The initiative was aimed at driving attitudinal change by causing plastic lifestyle modifications, which stated that the key actions for Plastic Responsibly Nigeria are Responsible Production, Responsible Use, Responsible Disposal and Responsible Recycling.
For more than a decade, Noah’s ark has continued to introduce various kinds of corporate social responsibility activities to impact on the lives of the society and to strengthen its equity.
It has held several CSR programmes such as organising a three-day workshop on creative photography and makeup, held for the students of Wasimi Community Senior School, Maryland, a neighbourhood school to the Agency’s office. The programme also included an introduction to Entrepreneurship session.
Recently, in commemoration of International Children’s Day, the Agency held another CSR initiative known as YBWorms, it organized a book reading event with the pupils of National Primary School, Somolu, Lagos, were lots of books were donated.
This a-list experiential agency right from its inception has demonstrated that it is a people-centric agency. In fulfilling its corporate social responsibility role, it introduced Fanz Championship Africa, a quiz format game show for football followers and lovers on television, since its inception has remained engaging and interactive as ever.
Fanz Championship Africa is not just a CSR initiative but a viable tool of engagement that delivers lasting memories. In its various outings over the years, it has been able to give a facelift to Amuwo-Odofin Secondary School. Abelinis also helped the school to refurbish its set of toilets, borehole and generator. An emerged winner of the 3rd edition won a photo therapy and incubator machine for Ijebu Ode General Hospital and Akungba Community School and Ondo State got a fully equipped internet enabled computer laboratory.
As part of its efforts to further its cause in its quest to enact a positive change, this renowned outdoor agency took it upon itself to support Nigerian Businesses with a 30day free exposure worth N40,000,000 (Forty Million Naira) on its iconic billboard located at CMS, Marina, Lagos State.
It dedicated 10 (Ten) advert slots on our digital billboard for 10 (Ten) selected SMEs (Medium and Small-Scale Businesses). These businesses will receive 30days exposure worth N4, 000,000.00 (Four million Naira Only) each.
Four Pulley Limited
As a mark of its corporate social responsibility, Four Pulley Ltd (FPL Media), a top of the market outdoor advertising agency, has donated face masks to the Lagos State Signage and Advertising Agency (LASAA). The donation, totaling one hundred and eighty-five face masks, was in corporate support of the fight against Covid-19 pandemic, which the Managing Director, FPL Media, Lanre Ashaolu, noted was a way of supporting the regulatory body’s efforts in curbing the spread of the pandemic.
In furtherance of its Corporate Social Responsibilities (CSR) and in empowering students to enable their dreams, bolstering their confidence and giving them renewed hope for a better tomorrow as well as promoting learning in a more conducive enabling environment, X3M Ideas, a foremost marketing communications agency in demonstration of its CSR commitment gave an immeasurable support to students and teachers of Oregun Junior High School by refurbishing a science laboratory of the school and several other projects.
Recall that in 2015 X3M Ideas touched lives at the Lagos State Boys Reform home where it donated brand new toilets and bath facilities with complete lighting system while in last year, Ikeja Senior High School got a brand new library courtesy X3M Ideas’ CSR project.
This agency looks back to appreciate those who protect the citizens from both internal and external aggression at the risk of their own lives by designing the military emblem on various locations for passersby to behold and honour Nigerian military for protecting the country from both internal and external aggression .They demonstrated this with a catchy expression on a well-designed emblem with the colour of the flag which said,
“This could have been a landmine blowing you into pieces but it is not. Thank a soldier today at the sacrifice. Our soldiers run to battle so we can walk in freedom. A trip to the mall could have gotten you badly mauled. They deserve respect.