Standard Chartered Goal
Client: STANDARD CHARTERED BANK
Goal is a Standard Chartered Bank community initiative, which began in India in 2009 and is now operational in China, the Middle-East and Africa. It uses a combination of sport (netball, basketball or football) and life skills education to empower adolescent girls from deprived urban areas for personal, social and economic development. The programme works to change girls' opinions of themselves and their role in the world by bolstering their self-confidence, improving their knowledge of key health and social issues and offering them a safe place to learn, play, and grow.
Its aim is to reach 100,000 girls and 5 million family members by 2013.
To create a communication structure that feels like it comes from the heart of the initiative, capturing on-the-ground stories and inspirational moments, whilst simplifying the production process to match the capacity of partner organisations.
As the Goal programme expanded globally, Standard Chartered's CSR team, based in London, wanted to create an active and engaging blog to keep a range of stakeholders, customers, and the general public updated on its progress and, more importantly, on the real impact it was having on the lives of the girls involved.
Do One Thing consulted in creating a feasible communication structure for the blog, based on the availability of information and content from the NGO partners working on the ground. One of the major challenges in collecting content stemmed from a lack of time and appropriate skills at the partner organisations. As a result we were also invited to speak at the Goal global summit for all regional managers and partners to advise and inspire on "Creating Good Communications".
Our consultancy period ended in 2011. Both the project and the blog are going from strength to strength.