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Using the Power of Communications for Social Impact

Submitted by: Ethical Performance

Categories: Philanthropy & Corporate Contributions, Volunteerism

Posted: Dec 27, 2016 – 09:05 AM EST


Originally published in Best Practice Autumn 2016 issue

NORTHAMPTON, Mass., Dec. 27 /CSRwire/ - Dentsu Aegis directs its employees’ skills toward community-based charities. Adam Woodhall reports . . .

“Over the past five years, the agency has helped more than 2,500 small charities to increase their communications capabilities.” 

On an average day in the Western world, people see between 250 and 270 pieces of advertising.  Globally, approximately $600 billion was spent on advertising in 2015, with the UK spending nearly 1% of its GDP on marketing. The power and reach of marketing and advertising in our society is unquestionable.   

Dentsu Aegis Network is one of the largest agencies in the world. They have recognised they can harness this power as a force for good by utilising the skills of their employees to support community-based charities.  Over the past five years, the agency has helped more than 2,500 small charities increase their communications capabilities. The company’s commitment has been particularly evident in its work with GlobalGiving UK, in an innovative approach to sourcing marketing skills through the Route to Good programme, and also with the GlobalGivingTIME programme, one of the first online volunteering communities. 

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