Why brand and NGO partnerships are win-win [Video]

As brands seek to win consumer loyalty with value-oriented and purposeful content, partnerships with international NGOs (INGOs) can be seen as an attractive route to achieve this. While it certainly can be a mutually beneficial relationship, such partnerships need to be more than a branding exercise to avoid consumer cynicism. Increasingly, brands are creating strategic connections, offering problem-solving solutions and adding value to INGOs.

Of course last year, the charity sector was compromised by safeguarding scandals which could have detrimentally impacted brand partnerships. However, in the C&E Advisory’s latest Corporate-NGO Partnerships Barometer (2018), the future is looking bright for corporate/INGO partnerships.

According to the report, “behaviour change and policy change are becoming more prominent as objectives for cross-sector partnering.” In this blog, I’ll show why video is one of the best ways to demonstrate the impact of such projects with examples to inspire your own content.