Brands that unleash the Good in people. Brand development conference, 2 July 2015.

HELLO UNLEASH THE GOOD

Dan Dufour

Associate Director - Brand

@BrandDufour

OUR PURPOSE

OUR GOOD THINKING

OUR GOOD THINKING

OUR GOOD THINKING

“Cancer Research UK has a Superbrandambition: our stretch-goal is to become the UK’s most influential brand.” Kate Eden, Head of Brand

•84% consider it their duty to make a positive difference through their lifestyle

• 61% are concerned about the state of the world and feel personally responsible to improve it

• 62% want their career to have a positive impact on the world

•84% consider it their duty to make a positive difference through their lifestyle

• 61% are concerned about the state of the world and feel personally responsible to improve it

• 62% want their career to have a positive impact on the world

•84% consider it their duty to make a positive difference through their lifestyle

• 61% are concerned about the state of the world and feel personally responsible to improve it

• 62% want their career to have a positive impact on the world

OUR GOOD THINKING

81% of consumers worldwide want a company to take specific actions that both increase profits and improve the economic and social conditions of the community in which it operates

Source: Edelman Trust Barometer 2015

SOCIAL PURPOSE

Source: The Values Revolution, Global Tolerance & Deloitte Millennial Survey

MILLENNIALS

• 84% consider it their duty to make a positive difference

through their lifestyle

• 61% are concerned about the world and feel personally

responsible for improving it

• 77% say a company’s social purpose is part of the reason

they want to work there

Generation Z (12-to-19-year-olds) care deeply about ethical consumption, are the most progressive generation to date, use digital technology more than any previous group, and are set to change the world with their optimism and ambition.

Source: Generation Z, JWT Intelligence, Trend briefing

GENERATION Z

We will be a company that doesn’t just market to consumers, but actually matters to people. Paul Polman, CEO

BRANDEVOLUTION

Paul Polman looked to William Lever’s Port Sunlight and his role in bringing hygiene to the masses, realising that the brand has always had a social purpose

“We know that consumers increasingly want brands with purpose – and that purpose delivers growth. We are seeing particular growth in our brands that have build purpose and sustainability into them” Keith Weed, Chief Marketing Officer at Unilever

UNILEVERFOUR YEARS ON

225m healthier peopleClimate impact per consumer down 6%Staff engagement 60% to 78%Graduate applications 30,000 to 45,000

Turnover: $40bn to $51bnShare price: £11 to £24

Guaranteeing quality

Marking ownership

Promising pleasure

Corporate branding

Brands with

purpose

Socially driven brands with purpose

Social branding

From Egyptians

1760s –1820s 1980s 1990s 2000s 2010s 2014

BRANDEVOLUTION

UNLEASH THE GOOD

YEGNAA VOICE FORETHIOPIAN GIRLS

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THREAT OF VIOLENCE IS PERVASIVE & CREATES AN ACCEPTABLE NORM.

A COMMON THREAD OF ISOLATIONCONNECTS GIRLS ACROSS GEOGRAPHIES IN ETHIOPIA.

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EARLY MARRIAGE EXACERBATES THIS SENSE OF ISOLATION AS GIRLS LEAVE SCHOOL AND THE FAMILY HOME AS EARLY AS 13 OR 14 TO BECOME A WIFE AND MOTHER. OVERNIGHT HER WORKLOAD CAN MULTIPLY LEAVING NO TIME FOR HERSELF OR FRIENDS.

21% OF GIRLS IN ETHIOPIA DESCRIBE THEMSELVES AS HAVING NO FRIENDS

WHAT IF 5 FRIENDS COULD BE THE TIPPING POINT THAT CREATES POSITIVE CHANGE FOR GIRLS?

THE SOUND OF ALL OF US

MODEL THE BENEFITS OF FRIENDSHIP & SOLIDARITYGIVE GIRLS VIRTUAL AND PHYSICAL CONNECTIONSINSPIRE & ENABLE

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Media consumption

Music/Drama

BC TOC

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YEGNA BRAND PLATFORM

YEGNADRAMA

YEGNACONNECTIONS

YEGNASA’AT

YEGNAMUSIC

RADIO DRAMA

5 CHARACTER ARCHETYPES

EMUYE MIMI MELAT SARA LEMLEM

THE LEADER,

POSITIVE,

CARING,

VIOLENCE AT HOME

THE STREET GIRL,

HUMOUR,

CONFIDENCE,

STREET LINGO,

SOCIAL

SPOILT,

DISRESPECTFUL TO

RURAL GIRLS,

FINDS IT HARD TO

TRUST

SERIOUS,

EDUCATION AND

PURPOSE

CONSTRAINED BY

PARENTS

STRENGTH,

PERSEVERANCE

AND SUPPORT,

LOOKS AFTER THE

FAMILY

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Girls confide in authorities

FACILITATOR:

Respected member of society speaks out against violence

FACILITATOR:

Girls have role models to share experience with

FACILITATOR:

SETBACK:Family pressure to keep secret

SETBACK:Public shame and humiliation

SETBACK:Broken trust between friends

EMUYE’S JOURNEYSERIES 1

BC GOAL:

GIRLS FEEL CONFIDENT TO SPEAK OUT AGAINST VIOLENCE

BCGOAL

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THE TALK SHOW AMPLIFIES THEMES RAISED IN THE DRAMA TO SPARK COMMUNITY-WIDE CONVERSATION

YEGNA SA’AT

YEGNASA’AT

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YEGNAMUSIC

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YEGNACONNECTIONS

Girls and telet

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Ambassador ariel shot

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• Launch team

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GIRLS EMBRACING YEGNA – Girls with branded something

Feedback loop

Talk to how girls are embracing it

Maybe an old man wearing T

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AUDIENCE REACTIONS TO YEGNA

“Powerful lyrics! It [the

Abet music video from

the show] advocates

girls’ and women’s

human rights to be

recognised within the

Ethiopian context.”

“Hi Yegna, I love your show you

have me glued to my radio

every Sunday (and I’m more of a

TV kind of guy).”

“There are many youth who

have their own talent… but for

many reasons can’t show it to

the world around them. You

show that.”

“My wife and I

listen to programme

all the time.”

“I am so happy to see Ethiopians

being just Ethiopians, modernising

our true selves without trying to

imitate others.”

“I’m proud of being female.”

“Yegna, I think Ethiopian

people will change their

imagination for women.”

“You [Yegna] are

making me look

forward to life.”“Yegna is my favourite

program. It is a mirror to

my life.”

“The drama teaches

you about friendship,

trust and respect.”

“I realise I want

change by

listening to you.”

“Mimi is a street child

but she thinks globally

and acts locally.”

“Yegna you are truly ours.”

“Touching drama and has

increased my respect for women.”

Re-cap on the journey for girls

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THANKYOU!

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

Conference

2 July 2015

London

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