Weber Shandwick teams in Sydney and Singapore lent hands and strength to build projects for Habitat for Humanity
Trading laptops for hammers
When it comes to corporate social responsibility, the vastness of the Weber Shandwick network means that our people are collectively poised to make huge, positive impacts in countless communities around the world.
Asia Pacific teams in Singapore and Sydney recently served their communities by trading laptops for hammers and building houses for Habitat for Humanity, a global NGO that aims to eliminate housing poverty by providing low-income families with satisfactory, affordable homes.
Check out what James Wright, a consultant at the Sydney office, and Adeline Lee, a senior consultant at Weber Shandwick in Singapore, had to share about their experiences.
James Wright, consultant, Weber Shandwick in Sydney
How have you been involved in hands-on CSR? The 21-strong team at Weber Shandwick in Sydney traveled out to Orange in regional New South Wales to contribute to a build for Habitat for Humanity—a pro-bono client of ours.
Habitat for Humanity is an international not-for-profit housing charity, which provides low income families with simple, decent, affordable housing. A lot of people internationally don't equate Australia with a need for affordable housing, but some Australians are living extremely tough lives at the moment.
How did the activity you participated in make a difference in the community?
The Weber Shandwick dream team of carpenters, foundation layers and nail-gunners all chipped in and helped build homes for three families. The owners of the homes helped out as well, and it was a fantastic buzz to work with and get to know the people we were helping.
What did you learn from the experience?
Aside from unmasking some surprisingly well-honed skills with the nail gun, I learned that community service—be it CSR or otherwise—needn't be, and in fact shouldnt be a chore. Getting our hands off the keyboards and onto some bricks was great fun, and helping families take a step toward owning their own home was something I doubt any of us will forget for some time.
Adeline Lee, senior consultant, Weber Shandwick in Singapore
How have you been involved in hands-on CSR?
My involvement with Habitat for Humanity started in 2004 when a group of us from Weber Shandwick, GolinHarris and FutureBrand went on a build in Batam, Indonesia. What was meant to be a simple one-off community project triggered the "Bob the Builder" in me, and I subsequently went on a second build in Phuket, Thailand, last year. I would love to go on more builds if timing allows.
How did the activity you participated in make a difference in the community?
The most rewarding return definitely has to be the fact that a family out there finally has a place to call home.
What did you learn from the experience?
Building is a lot of hard work! But the satisfaction and sense of achievement that I received from my trips so far are beyond description. Not only did I build homes, I also helped rebuild lives. Above all, the experiences made me realise how fragile life is, and how fortunate I really am. I am now more aware about my surroundings, and I am definitely more compassionate toward the less-privileged.
Marketers will need careful planning for Expo 2010
Media magazine recently carried a letter to the editor written by Darren Burns, managing director of Weber Shandwick in Shanghai. In his message, Burns shares advice on communications strategy for Shanghai Expo 2010.
Weber Shandwick Shanghai Managing Director Darren Burns' letter on Expo 2010 to Media magazine
Dear editor,
In 2010, Shanghai will host the largest human gathering ever, with some 70 million visitors expected over six months. Nowhere on Earth will we find an exhibition where so much direct interaction is possible. This has massive implications for marketers.
But to take advantage of Expo 2010, exhibitors (usually countries, cities and sponsors), are going to have to get a lot smarter—when you are one of hundreds of exhibitors in a space the size of 500 football fields, it will be easy to get lost in the crowd.
To stand out, exhibitors will need to engage their targets in the lead up to
and during the whole six months of Expo, not in a few weeks before. Past Expos
tell us that over 50% of attendees have decided well in advance which pavilions
they will visit. An effective communications campaign will need to tap beyond
the ordinary; conduits like the 'unofficial' advocate—individuals or opinion
leaders—will need to be rallied and integrated into your expo plan. The
use of bloggers and other social media will be key in creating buzz and driving
traffic to your space.
Engaging influential advocates in government, academia and society is crucial for third-party endorsement. Are these influentials part of your plan? Are they on your Expo planning board? Do you even have a board? Experiential marketing onsite will be crucial in perpetuating the buzz created in the lead up. How do you plan events for six months?
The Olympics are a great event for China. But Expo is a great event for foreigners to build their awareness in China while showcasing China's great strides of the past few decades. Start thinking about it if you haven't already.
