The Challenge
According to the National Bureau of Statistics (NBS), 133m people in Nigeria suffer multidimensional poverty, which looks at three dimensions of well-being; monetary poverty, education, and basic infrastructure services. As an agency, we leveraged the Valentine season of love to launch our CSR initiative which is deeply rooted in Sustainability and Empowerment. It was the perfect opportunity to show love and care to the disenfranchised by partnering with a charity foundation.
We partnered with the Lagos Food Bank Initiative, a non-governmental organization (NGO) that focuses on making food more sustainable through livestock and crop farming initiatives, alongside their food bank system. Lagos Food Bank Initiative is committed to fighting hunger, reducing food waste, and solving the problem of malnutrition in Nigeria.
The Strategy
We created “Experience Love” campaign to show our commitment by helping over 50 local communities, including widows and children facing the current socio-economic challenges in Nigeria to feel the hardship a little less during the season of love. “Experience Love” campaign was executed offline by donating foodstuff and household essentials, including Long-Lasting Insecticidal Nets (LLIN) to help fight against malaria, to support communities in need during this period of economic hardship. We created content from the activation and cascaded it through our socials, articles in trade press and sponsored posts on blogs and websites on Valentine’s Day, tying the visit to the brand’s idea of sharing love through action.
The Results
- 50% Increase in positive sentiment on social media
- 75% Increase in directions to Agency office via Google Maps
- 50% Of Agency staff joined Lagos Food Bank as volunteers
