Social Corporate Advocacy goes beyond the established PR efforts in that it contributes to areas that are, in the traditional sense, none of its business. Social Advocacy seeks to align the brand to one side of an often binary debate emerging out of a complex collection of ideas, issues, and conditions.
By lending brand muscle to a cause out of pure interest, business relationships suddenly become much more intricate, whether B2C, B2B, or B2G. Corporate Social Advocacy forces companies to take a place in the history of a community and to contribute more than just economically to society.
Corporate Social Advocacy roots a brand deeper into the social fabric and inserts it more intimately with the story of a community. Bearing the dangers in mind, particularly to brand equity, CSA nonetheless makes organisations more real, more legitimate members of society.
Taking the lead to transform CSR into CSA
The tightly-knit society in Malta, where discussion themes often cross over social, political, ethical, and economic borders in one breath, Corporate Social Advocacy is an opportunity for brands to engage more meaningfully with communities and take Corporate Social Responsibility to a new level.
While companies may initially fear the sectarian mentality in a tiny nation-state like ours, CSA can be a catalyst to overcome this same peculiarity. At the same time, however, neither is Advocacy meant to be divisive, brusque politicking. Quite the contrary, companies can lead the way into serious and concrete issues that are frequently ignored by the traditional social actors.
Corporate Id Group understands that for businesses to go further, they need to go deeper. In tomorrow’s hyper-connected societies brands with shallow roots can only expect a short life, no matter how many kittens they help down trees. Companies cannot wall up their brands away from the realities around them, if anything; they are uniquely positioned to bring foresight, expertise, and concrete action into the equation.
In view of this, through Corporate Identities we teamed up with specialists in the sector to transform the Corporate Social Responsibilty, into perhaps a more engaging role which will deliver on engagement with employees and society, transforming the CSR into CSA with the ultimate aim of creating a legacy that lasts where is needed for societal well being.
A4L will offer an opportunity to the corporate sector to undertake tangible corporate social responsibility initiatives which provide clear visibility of the benefits of such actions to the Company’s employees and owners. In a time where the attraction of talent is increasingly challenging, Companies can build on their core values, engage their top management in order to inspire their employees and retain talent. The A4L opportunity will offer a different model of conducting ‘social good’ in addition to the ‘end-of-year’ donation model.
As such through A4L actions, companies will be able to directly participate in the improvement of the social and economic conditions of the targeted audience, with a priority to children and youth.
Through smart partnering, A4L will work with the private and non-governmental organisations to address major strategic issues and challenges facing children and youth in Malta including the use of dangerous substances and alcohol; the lack of active lifestyle activities and unhealthy diets; the integration in society of youth from ‘out-of-home-care’ institutions; and the provision of life skills knowledge to Coaches interacting with children in after-school activities.
A4L will seek to raise funding to improve the overall quality of life and living standards of children, youth and other vulnerable audiences who are in danger of social exclusion and poverty. In tandem A4L will work towards balancing the limited resources and maximizing the effort of the shareholders and stakeholders of the private enterprises.