Stanbic IBTC Together 4ALimb Documentary 2023
Stanbic IBTC Together4ALimb (T4AL) initiative identifies children suffering from limb losses. It provides them with prostheses and an education trust, restoring their physical abilities, hopes, aspirations, and dreams. The project started in 2016 and has impacted 55 children in 31 states. This initiative empowers, equips and educates these children for an active and productive adult life.
SITUATION: Since 2019, Mediacraft Associates has been the designated PR Agency for Stanbic IBTC, a financial institution committed to contributing to the communities where it operates, focusing on health, education, and economic development.
TASK: Our objective was to raise awareness for Stanbic IBTC’s T4AL initiative, portraying Stanbic IBTC as a socially responsible entity. This included sharing success stories of past intervention beneficiaries, demonstrating possibilities despite disabilities, and showcasing sustainability achievements.
1.Storytelling through “Running Business With Humanity” Documentary: We chose a storytelling approach, crafting a compelling documentary titled “Running Business With Humanity.”
2.Impact-Driven Strategy: We designed an impact-driven strategy with precise messaging across vital communication channels. This included influencer engagement, digital and social media deployment, and radio, print, and online mentions.
RESULTS: The Stanbic IBTC T4AL initiative garnered substantial editorial publicity across various platforms. During the launch period, leveraging four carefully chosen influencers, we reached 168,135 accounts and achieved 206,462 plays with 17,098 engagements across Instagram, Facebook, Twitter, and TikTok.
We strategically placed captivating articles on nine prominent blogs, further augmenting the campaign’s reach. Additionally, we utilised radio hype slots on eight major radio stations, amassing a considerable audience.
The “Running Business With Humanity” documentary was a remarkable success, accumulating over 56,433 views on YouTube within three months of deployment. As a result of these efforts, the T4AL initiative experienced a notable increase in awareness, understanding, and acceptance levels.
The substantial reach and positive outcomes demonstrated the efficacy of our carefully crafted communication methods in creating awareness for the Stanbic IBTC T4AL initiative and highlighting its positive impact.
Link to the documentary: https://www.youtube.com/watch?v=rhznb8lh84A
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