How to communicate a brand’s purpose and create social impact at the same time?
Thinking
The impact of a brand in society is not only reflected by its purpose, but in the actions it takes.
DIRECTV has a clear goal in Latin America: to connect communities through technology.
Through its Social Responsibility department, the brand implemented various actions with the aim of generating a positive impact on the region. However, these initiatives were scattered and failed to generate the desired impact. DIRECTV employees perceived a lack of effective communication regarding the actions carried out by the organization, a situation that translated into low levels of participation and commitment to the proposed activities.
At Happy Together Studio we observed that it was important to build a narrative around the brand's actions. Together with DIRECTV, we developed a concept that would group all actions into an empathetic, eye-catching and relevant way for its audience, explaining the reason behind all efforts. We proposed Generación DIRECTV as the umbrella concept of their CSR plan, with four strategic pillars: education, content, sustainability and community. The goal of this decision was for DIRECTV's actions to be presented in a clear and accessible way, so that people could quickly understand their purpose and decide in which initiative they would participate in a genuine and organic way, motivated by their own interests.
Doing
We focused on strengthening Generación DIRECTV’s presence, as well as amplifying the programs that were part of the brand, including +Escuela, Faciuni, Piedra, Papel, Tijera, The Forum, Enovadoras and Premios Latinoamérica Verde. We managed the communication of all their social and environmental impact actions. Our team oversaw the communication calendar for all vertical markets, in which each initiative was enhanced and elevated with creative and strategic storytelling. The actions as a whole reached 10 million homes in Latin America and reached 40 million people. Generación DIRECTV managed to connect employees, companies and customers, promoting positive and enduring changes in the territory. The numbers confirmed the facts. After participating in activities as volunteers:
During the ten years that we worked on this project as strategic partners, we managed to elevate and amplify the sense of belonging the teams felt for the company, enhancing their commitment and pride in being part of DIRECTV.
Sustainable Development Goals - ONU
