Change Agents for Social Responsibility

Activating young people to change the world

As I watch the notion of Social Responsibility take root in the world, I take comfort in knowing that the creativity and passion that good corporate citizens bring forward is endless and abundant. The desire to inspire and engage is genuine and is fast becoming an economic driver of strong financial performance. So what are you waiting for?

When imagining your next initiative to create Social Worth, consider building a program that extends the reach and success of another program already in existence. Both programs will get the extra lift and kick from cross promotion, producing exponential impact and results. You have heard the saying before, “why reinvent the wheel?” Strategic alliances can accelerate success for everyone!

Such is the case with the RBC #ChangeAgents program, launched at We Day in Toronto. Empowering young people to change the world, We Day is a celebration of youth making a difference in their local and global communities.

See examples of #ChangeAgents in action:

The #ChangeAgents program asks young people to share the ideas on social media for a chance to have support from RBC, such as receiving advice, networking opportunities, mentorship or financial resources.

RBC has partnered with We Day organizers, Free the Children, on youth-focused initiatives in the past, including providing a financial literacy curriculum to schools. “This is the first time we’re going out with such broad reach and in partnership with somebody else on our program,” says Jo-Anne Wade, marketing head, Canadian banking integration and brand at RBC.

“We wanted to find a way to be part of We Day that was relevant and meaningful,” she adds. “We wanted to be the corporate [partner] there that could really help these young people bring their ideas to life.”

Creating unique partnerships between like-minded brands and programs is a win-win for everyone. Utilizing social media channels from all parties and having access to other digital and online media provides a cost effective way to extend reach and connect with new customers. Creating more buzz and chatter, independently and in association with other brands or programs, is worth its weight in gold. The earned media value, combined with any paid media efforts, can transform customer perception and engagement with your brand.

“When we look at it, our brand is all about helping people get to where they want to go and realize their ‘somedays’,” says Wade. “Through this program, we’re extending it to more of the social good and community area.”


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