Corporate Social Responsibility- is it important?
Picture this, Company A does a fantastic job at making computers and customer
services, while Company B does the same thing as well but along with donating
each $10 that they earn to a charity for starving children. Is there a difference?
Which company would you prefer?

Exactly.

Corporate Social Responsibility is not a temporary movement, and it is not just
for the show neither. It is an actual responsibility which also helps the corporation
to gain reputation. It is about good ethics and moral. According to the
Government of Canada, Corporate Social Responsibility (CSR) is the voluntary
activities that are engaged by a company in an economic, social, and
environmentally sustainable manner. In other words, it is the good that a
company does to the society. Business News Daily says that there are four
broad categories of CSR: environmental efforts, philanthropy, ethical labour
practices, and volunteering. A company could put in a bit of effort and donate
resources to a disaster area. A company could also keep all of its profit.
However, that slight difference will define what it means by responsible corporate
behaviour.

What you give, you get back

People always say, “you don’t always get rewarded for the things you do”. Well,
they are wrong. You do get back what you give, just not in the form that you are
expecting. Contributing to the society is a very good public relation strategy for
boosting the company's reputation. By assisting financially, consumers will know
that the company is practicing philanthropy. It attracts investors and more
importantly, consumers. Even small to mid-sized companies nowadays are doing
it too. In short, it creates value for the company. A win-win situation.

CSR is beneficial to the company ONLY if people know about it

“You don’t always get the recognition you deserve.” Now, that’s true. So how do
you let the people know? Since we are living in the world where everything is
dominated by digital media, the answer would be: video. People are hungry for
content. They want it to be easily absorbed, nice and fast. Videos are the king of
content now. They pull the emotions out of people. They drag you into the scene,
slowly immerse you with ideas, and then leave you with thoughts. Video form is
basically the ultimate tool for companies to bring messages across efficiently.

Videos can make people emotional. And that is exactly how CSR needs to be
presented. CSR, most of the time, includes donating money or resources to
organizations, volunteering and engaging with the community. Those activities

could activate people’s emotional side because they raise team spirits and
provide a sense of accomplishment.

Video, how?

So what does it mean by producing an emotional and storytelling video?

The answer is simple. To produce a video that makes an impact on the audience,
a powerful one. To leave the audience with something to think about. To leave
them with feelings.

Communication is evolving. Now, video is the best way to tell a story. At Ben’s Idea,
we specialize in emotive storytelling videos. Although facts are important, we
also make sure that the message is not only delivered but the emotions too. We
believe that the emotional connection between a brand and its audience is very
important. When a video about the company’s CSR campaign is shown, it is
crucial for the audience to feel moved if we want them to be attracted. Is it always
an easy task to do? No. However, we are sure that we will be capable of
showcasing the emotional side of the company’s motive. We will define and
promote the client company’s CSR.

By storytelling, the audience will feel engaged and related. They will feel closer to
the content. The audience can experience the actual story. Our exceptional

quality of visuals would attract viewers and provide an aesthetically pleasing feel.
We will understand your brand and build concepts based on the brand’s
characteristics. We will deliver the desired message that our client has in mind.

An Example

In the video that we have worked with Sunbeam for Supports with Warmth, an
awareness and fundraising campaign. The campaign supports the voluntary
patient transportation program at the Canadian Cancer Society, called the
Wheels of Hope. Through the video, there is Jaxon, who has been diagnosed
with a rare form of cancer named rhabdomyosarcoma when he was 6 months
old, his mother, Kelly, and the program’s volunteer driver, Florence. A single
mother with no driver’s license, driving to treatment everyday is not exactly an
easy task. And constantly taking the public transit to the hospital could also be
very hectic and inconvenient. Kelly states that she is glad that Wheel of Hope
exists. She also talks about how brave and strong Jaxon is.

From the mother’s emotional interview, to the clips of Jaxon smiling angelically,
to Florence’s positive and supportive message, the audience would get the
chance to feel the depth of the powerful campaign and what good it contributes
to the society. There are tears and laughter in the video. There is kindness.
There are happy and there are depressive moments in the video. Viewers get to
experience the emotional ride along, and truly experience the campaign’s

purpose. The strength and courage of those who are receiving help should be an
encouragement for people to volunteer at the Canadian Cancer Society.

Ben’s Idea’s goal is to connect the audience with the brand. To bring the Corporate
Social Responsibility message across, and make viewers feel emotions. We
want you to feel like you are being part of the experience, and not just looking at
it. Once the connection is built, the audience will be more engaged in finding out
about the company and its CSR plan.