If you want to engage youth you have to show them you care. Here’s the difference between “say” and “do”. Anybody can donate 1% of their profits to a social cause. Anybody can sponsor a good social program. So everybody is.
Showing you care means going the extra mile. Boost Mobile & Orange could have so easily sponsored the RockCorps event but they decided that to be exceptional meant getting their hands dirty and getting involved.
It’s the basis of human relationships as highlighted by Stephen Covey in the “7 Habits of Highly Effective People“; Seek first to understand then be understood. How often is it both people and brands that commence a meeting, phone call or dialogue by first telling you their story.
As it says in the UK RockCorps campaign “Give Get Given”.
This is as relevant to a project resonating with young people volunteering to add value back to their community as it is youth marketing in general.
You’ll only get given permission to start a dialogue if you give first.
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