Who is in your premier league of CSR (Corporate Social Responsibility) stakeholders, measured by legitimacy, influence and the benefits of engaging with them? What is true corporate responsibility in their eyes? How can you reconcile their multiple demands?
Building retrospectively on many years of data, Corporate Responsibility (CR) research from Echo gives the answers.
A major international development bank wanted the humanitarian side of its work to be better understood, and reach out to groups it might lend to but who had never heard of it. It launched a large test advertising programme in bought and owned media, its first high-profile public platform.
The bank invited Echo to its global annual conference to run on-the-ground focus groups among delegates and in the Central Asian venue. Filmed in the local language, the groups produced detailed feedback on ad treatment and tone of voice, exposure opportunities and future creative treatments. The research led the bank and its agencies to investigate new messaging lines and film opportunities among their many educational and developmental projects. The remote image that banks often was replaced by a better deserved human face and values.