Why is measuring the social impact of communication important?

Campaign Collective is one of the only communications agencies in the UK that is truly a social enterprise. The agency is also committed to proving the social impact of its work.

Measuring social impact is difficult, but the Public Relations & Communications Association definition of social value is a good start.

The Collective’s own results show that in 2021 we have maintained the progress made in previous years.

How Campaign Collective calculates social value:

Campaign Collective’s annual social impact score has been calculated showing the social enterprise’s contribution to the UN Sustainable Development Goals.

In 2020, campaigns were delivered that helped meet twelve of the UN’s SDGs (2019: 7, 2020: 12).

Communications Campaigns our members worked on included:

  • Ending poverty.
  • Ensuring healthy lives.
  • Taking urgent action to combat climate change.
  • Providing quality education.
  • Achieving gender equality.
  • Promoting sustainable economic growth.
  • Promoting peaceful and inclusive societies.

Based on the Public Relations and Communications Social Value Test, Campaign Collective achieved a “very good” 4 star rating.

In addition, our 2021 Carbon Disclosure report shows the Collective has zero exposure to “high carbon emissions” and based on the Close The Gap formula, our gender pay gap is 0.5% (last year it was  -2.42%). An action plan will be developed if it exceeds +/- 5%.

The social impact of Campaign Collective went above and beyond delivering great campaigns.

The agency also contributed to supporting smaller communications campaigns and the next generation of campaigners and has used social enterprises, charities and community businesses in our supply chain wherever possible. We also worked with the PRCA to develop a social impact suppliers directory for the marketing industry.

To support small charities / campaigners, the Collective:

  • Chair PRCA Charity & Not For Profit Group with events open to all
  • Organisations continue to use our Freedom To Campaign Guide
  • Continued to support The Rooftop News CIC
  • Signatory to and communications support for Charities Against Hate campaign
  • Corporate Partner of Charity Comms
  • Delivered pro-bono training for membership bodies such as Social Enterprise UK and provided ad hoc pro-bono communications advice to micro-organisations and start up social enterprises.

To meet help develop the next generation of communications talent, the Collective:

  • Continued advice on the development of PR & Communications Apprenticeship framework
  • Employed Kickstarters through the Government scheme to help those on Universal Credit gain employment experience
  • Assessed campaign apprentices
  • Supported 1,000 Black Boys – a social enterprise to empower black boys and young men through pro-bono support

More details on the agency’s annual performance are available in the annual financial report.


sifrancis

Tweet as @si_francis. Write about travel, PR, communications, social media, politics and Coventry City.

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