Today serious attention is being paid to social development initiatives. More people and organisations are realising that they have a responsibility towards the more vulnerable, marginalised sections of our society and other problems affecting us. There is a gamut of issues waiting to be addressed, be it women’s empowerment, senior citizens’ issues or the environment. While some are corporate-backed, others are initiated by the government, citizen’s groups and non-governmental, not-for-profit organisations. Corporate Social Responsibility (CSR) has become a buzzword, with a dedicated team of professionals and separate budgets for managing the social face of the company.

The key to bringing about social change is effective communication. Successful communication is required for fundraising, civil society partnerships, CSR communications, transparency and accountability, and partnership building among the stakeholders.

Communicating about social issues pre-supposes a deeper understanding of, and sensitivity and commitment to the issue. However, there is a need for cost-effective, sensitive communication, without compromising on creativity. What is required is Communication That Moves TM.