Community-led storytelling for Corporate Social Responsibility campaigns: centering communities experiences and maximising impact.

以社区为主导的企业社会责任活动故事讲述：以社区经验为中心并最大限度地发挥影响力。

• 批准号: AH/Y005600/1
• 负责人: Daniele Rugo
• 金额: $ 5.14万
• 依托单位: Brunel University London
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2023
• 资助国家: 英国
• 起止时间: 2023 至 无数据
• 项目状态: 未结题
• 来源: https://gtr.ukri.org/projects?ref=AH%2FY005600%2F1
• 关键词: Community; led; storytelling; Corporate; Social

This proposal develops research on community-led storytelling into a set of consultancy services for corporate social responsibility (CSR) campaigns. The research this proposal builds on focused on the significant potential of arts-based methods and participatory storytelling to enable participants to activate and represent their perceptions in a way that restores agency to their lived experience. For a number of years now, the private sector has become involved in projects that generate and contribute to social and environmental impact, including in relation to the UN 2030 agenda for Sustainable Development. The scale and ambition of companies' investments in corporate social responsibility has grown and so have customers' expectations. Evidence shows that customers reward companies who are perceived to have a strong social and environmental impact, but tend to dismiss companies who are 'impact washing'. Research confirms that the image of a company is in considerable part derived from its CSR activities. However, CSR campaigns tend to neglect the point of view of the beneficiary community and companies miss opportunities to demonstrate the full impact of their interventions. In response to this, our proposal provides evidence-based consultancy services on how to engage communities and build capacity so that community members become storytelling leaders. In this way, the community itself is empowered to produce content that reflects their lived experiences and response to CSR interventions. Our service will offer companies with better CSR messaging, but also generate sustainable, ethical and empowering media practices. The market landscape for CSR content includes marketing agencies, content production companies and in-person engagement programmes. Marketing agencies produce industry standard strategies for CSR messaging, but tend to neglect the point of view of the beneficiaries, since their processes rarely include engagement programmes. Content production companies, often working alongside marketing agencies, produce glossy content, which tends to frame beneficiaries and their experiences from an external point of view, often resulting in a commodification of compassion that customers can easily detect (Golob & Verk 2022). In-person engagement programmes, often delivered by NGOs, offer great opportunities for beneficiary engagement, but too often fail to adequately harness the storytelling opportunities of this engagement. Our intention is to bring together these different skills in novel ways through easy-to access-and-engage-with consultancy services, thereby applying our knowledge of content-production with the skills required to engage and champion beneficiaries in self-representing their experiences. Our aim is to provide our expertise and experience to Corporates through a mechanism and vehicle that makes it simple and straightforward for them to access, use and apply. We aim to commercialise our arts-led research initially through consultancy services. This allows companies to take and apply the methods and practices developed during our research to maximise their impact, whilst championing the agency and point of view of the beneficiaries. The grant will be used to support a number of activities designed primarily to: - Develop a better understanding of potential clients' business needs;- Understand business model and preferred routes to market. We will seek out potential early customers and develop 4 commercial knowledge exchange activities with them to understand their business needs and response to the service. These activities are designed to allow us to increase our understanding of potential clients' needs and operating requirements and to refine our offering.Our aim is to enable companies to bring vulnerable communities at the centre of CSR storytelling and promote ethical participatory media practices.

该提案将对社区主导的讲故事的研究发展为一套企业社会责任 (CSR) 活动的咨询服务。该提案所基于的研究重点关注基于艺术的方法和参与式故事讲述的巨大潜力，使参与者能够以恢复其生活体验的代理方式激活和表达他们的看法。多年来，私营部门已经参与了产生并促进社会和环境影响的项目，包括与联合国 2030 年可持续发展议程相关的项目。公司在企业社会责任方面的投资规模和雄心不断增长，客户的期望也不断提高。有证据表明，客户会奖励那些被认为具有强大社会和环境影响的公司，但往往会忽视那些“影响力清洗”的公司。研究证实，公司的形象在很大程度上源自其企业社会责任活动。然而，企业社会责任活动往往忽视受益社区的观点，企业也错过了展示其干预措施全面影响的机会。针对这一点，我们的提案提供了基于证据的咨询服务，涉及如何吸引社区和建设能力，使社区成员成为讲故事的领导者。通过这种方式，社区本身就有权制作反映他们的生活经历和对企业社会责任干预措施的反应的内容。我们的服务将为公司提供更好的企业社会责任信息，同时也产生可持续、道德和赋权的媒体实践。企业社会责任内容的市场格局包括营销机构、内容制作公司和面对面的参与计划。营销机构为企业社会责任信息制定行业标准策略，但往往忽视受益人的观点，因为他们的流程很少包括参与计划。内容制作公司通常与营销机构合作，制作光鲜亮丽的内容，这些内容往往会从外部角度构建受益者及其经历，通常会导致客户可以轻松察觉的同情心的商品化（Golob＆Verk 2022）。面对面的参与计划通常由非政府组织提供，为受益人参与提供了绝佳的机会，但往往无法充分利用这种参与的讲故事机会。我们的目的是通过易于访问和参与的咨询服务，以新颖的方式将这些不同的技能结合在一起，从而将我们的内容制作知识与吸引和支持受益人自我表达其经历所需的技能结合起来。我们的目标是通过一种机制和工具向企业提供我们的专业知识和经验，使他们能够简单直接地访问、使用和应用。我们的目标是首先通过咨询服务将我们以艺术为主导的研究商业化。这使得公司能够采用和应用我们研究期间开发的方法和实践，以最大限度地发挥其影响，同时支持受益人的机构和观点。这笔赠款将用于支持一系列活动，主要目的是： - 更好地了解潜在客户的业务需求； - 了解业务模式和首选市场途径。我们将寻找潜在的早期客户，并与他们开展4项商业知识交流活动，以了解他们的业务需求和对服务的反应。这些活动旨在让我们加深对潜在客户需求和运营要求的了解，并完善我们的产品。我们的目标是使公司能够将弱势社区置于企业社会责任故事的中心，并促进道德参与性媒体实践。