A recent article from Sustainable Brands urges big business to ask themselves, “What can we do that will facilitate change for the better?”
“Corporations are slowly recognising and accepting their roles as influencers and catalysts of social change,” writes Thomas Kolster, founder of WhereGoodGrows. “Several big corporates are leading the way by example, and have run campaigns that have successfully fulfilled both their brand objectives and added value to lives that needed it the most.”
One example is “The Little Red Schoolhouse” campaign, launched by Coca-Cola in partnership with the Department of Education and the Philippine Business for Social Progress, which saw more than 100 schoolhouses built in under-developed, poverty-stricken areas of the Philippines. By the end of 2012, 16,663 children had graduated, many of them the first in their families to do so.