Over the last few years, consumers between 18-24 years have become inclined to engage with brands that support social change. Taking the cue, most of the brands in today’s market have rigorously reformed themselves from a business platform to a social change maker. Through CSR initiatives on the one hand, to cause marketing promotion on the other, brands have aligned with social development goals and are showcasing their support towards social causes, while sensitising and spreading awareness in the society.
Social Cause Campaigns by brands in India
- Good News Is Gender-Free: Prega News
“Good News Is Gender-Free” campaign by Prega News aims to challenge and change the cultural norms surrounding gender reveal celebrations. It aims to dismantle traditional gender norms by emphasising that the value and joy of new life should not be measured by gender. It encourages a societal shift towards a more gender-neutral perspective, celebrating the child rather than their gender.
- Stop the Test by Dove
Dove’s “Stop the Beauty Test” campaign challenges unrealistic beauty standards by exposing the discriminatory practices of beauty industry tests. It promotes inclusivity and self-acceptance, supporting social causes related to body positivity and diversity. Dove’s initiative cares for a more equitable representation of beauty, aligned with values of empowerment and solidarity.
- Vivo For Education
Vivo donated resources and technology for school children, enhancing remote learning capabilities during the pandemic. The campaign highlights Vivo’s dedication to bridging educational gaps and ensuring continued learning opportunities amid challenging times.
Be it breaking unrealistic beauty standards for women in society or supporting the education of underserved children, brands through their campaigns are striving to initiate a food for thought to their consumers, as well as are playing a significant role in serving the underserved communities.
By taking inspiration from the UN Sustainable Development Goals, brands have restructured their CSR initiatives as well as marketing promotions. The dialogue is focussed more on the fact that growth is not just fuelled by financial support, but also through a change in perspective; brands are ensuring that they come forward to support the government’s initiatives and social stakeholders like NGOs to empower those in need.
Smile’s Lifecycle Approach
As India is a prominent player in the global economy, we need to recognise the potential embedded within our young population.
With a significant proportion of our population being young, our collective goal must be to build an environment where every child can thrive. This includes ensuring that all children, particularly those from underserved communities, receive the education and skills necessary to uplift themselves, their families and our nation.
In light of this, Smile Foundation provides basic education and healthcare to underserved children. Our mission extends to nurturing these children and their communities through a comprehensive “Lifecycle Approach” aimed at encouraging holistic development and sustainable progress.
Children from disadvantaged backgrounds in India encounter numerous obstacles from birth. Poor neonatal and maternal care often compromises their health and cognitive development, laying a weak foundation for their educational journey. In rural areas, limited access to quality education and scarce resources create additional barriers for children. This includes a shortage of qualified teachers and inadequate facilities.
Financial difficulties often force children to leave school prematurely, a situation exacerbated by parental migration for work or cultural biases that prioritise boys’ education over girls’.
These challenges extend beyond education to include inadequate nutrition and healthcare. In regions where basic amenities are scarce, achieving the health and mindset required to thrive becomes increasingly difficult. This creates a cycle of poverty that hinders communities from making sustainable progress.
Smile Foundation tackles these challenges by collaborating with various social stakeholders to design and implement impactful educational and livelihood programmes tailored to the specific needs of underserved communities.
At the heart of our mission is the principle of “sustainable livelihood,” which underscores our commitment to creating lasting change through holistic development.
Our Initiatives and their Scope and impact
Our innovative “Life-Cycle Approach” empowers over 1.5 million children and families annually across 2,000 villages in 25 states. Through programs focused on education, health, women’s empowerment and grassroots support, we build resilience and foster opportunities within marginalised communities.
Key programmes include Mission Education, which aligns with the National Education Policy to improve
- foundational literacy,
- numerical skills
- and STEM literacy.
Our Smile On Wheels (SOWs) initiative delivers mobile healthcare services, offering comprehensive medical care and free medications directly to communities. The Swabhiman programme emphasises maternal, menstrual and neonatal health, promoting essential health management and hygiene practices.
Skilling and entrepreneurships programmes – STeP and Swabhiman, are designed to empower youth and women respectively, with the skills needed for economic independence. These initiatives help uplift individuals’ economic and societal status, paving the way for greater self-sufficiency and community development.
Partner with Us for Cause Marketing
Every contribution, whether large or small, is instrumental in building a more inclusive and compassionate world. By partnering with Smile Foundation for CSR initiatives or promotions, brands can transform lives and empower communities.
Each success story—from a child achieving literacy to a woman starting her own business—shows that every individual can do wonders when given the right opportunities.
CSR initiatives or Cause Marketing with Smile Foundation represents more than a charitable endeavour; signifies a future where every child and community has the opportunity to succeed.
Let’s collaborate to drive lasting change and empower underserved communities, ensuring a future of dignity and opportunity for all.
