How McCann Worldgroup connected young people to the skills to amplify their environmental campaigning.
Young people have the ideas and energy to take action which creates fundamental change, but they are often undervalued, and their voices ignored. This programme was designed so that the Raleigh National Youth Societies of Costa Rica, Nicaragua, and Tanzania could be trained to create advocacy campaigns to influence, mobilise and ultimately create positive, lasting environmental change.
Out of Office for Good involved an innovative skills-based volunteer programme where McCann employees, who contributed almost 2,400 volunteering hours, planned, designed and delivered training sessions in everything from formative research, to strategy and insight creation, to production. As a direct result of this training, incredible youth-led environmental campaigns such as KeshoTutachelewa (Swahili for “tomorrow is too late”) were born. KeshoTutachelewa is designed to change behaviours around deforestation in Tanzania and the use of sustainable alternative fuel sources to charcoal.
The agency benefited in many ways. Out of Office for Good supported the agency’s integration agenda across 10 of the UK agencies at McCann Worldgroup, and helped to increase loyalty and talent retention. Participating employees developed their leadership and coaching skills, and cross-cultural competencies, whilst also developing wider global perspectives – so crucial to an agency’s creative work.
We are proud that this partnership won Gold at The Corporate Engagement Awards 2020 (Best Team Effort).
The partnership was also so much more than the Out of Office for Good skills-based volunteering programmes. Back in the UK, McCann London generously offered a valuable amount of pro bono strategic consultancy to help develop and refine Raleigh’s brand framework. Furthermore, McCann staff helped run a day-long workshop to kickstart the thinking for Raleigh’s first ever global youth campaign.
“You learn how to be a mentor, how to lead sessions, how to give constructive feedback, how to work together as a team. This programme benefits everyone.”
Laura, Account Director, McCann Central