Communications agencies are known for helping companies drive sales; one agency is using tactics usually reserved for commercial campaigns to create real social impact. On Thursday, June 20th, 2019, Ybr announced it was starting a division within the agency that focuses solely on social impact marketing. Ybr made the announcement at a symposium in Abuja during which the agency shared learnings about creating effective social impact campaigns.
Muna Anazodo, GM of the new practice group, said
We believe that communications can be a powerful way to change society. With the very real social challenges we face as a country, this new practice group allows us to take the approach we usually use to sell products into the developing world in order to drive real, sustained social change. In an increasingly complex and noisy world, it takes truly disruptive strategy and creativity to cut through and reach people in a way that actually makes them change their beliefs and behaviour.
During the symposium, the agency shared insights gleaned through experience working with a number of development agencies and charitable foundations including Unicef, Voices4Change, Girl Effect, Mtn Foundation, Oando Foundation and more. The event was attended by local and international organizations working in the area of social change, including ActionAid, Save the Children, Who, the African Development Bank, Dangote Foundation, Sfh, Mercycorps, USAID, and British Council.