Thursday 16 January, 2020
Weber Shandwick

Amy Moore, Associate at Weber Shandwick in Aberdeen, talks about her experience on McCann Worldgroup’s Out of Office for Good programme and ongoing relationship with sustainable development organisation, Raleigh International.

Back in August, I was very lucky to be given the exciting opportunity to go to Tanzania with 10 others from McCann Worldgroup UK’s network to take part in the Out of Office for Good programme. After months of planning, we taught 30 youth leaders who form the Raleigh Tanzania Society about how to create campaigns for social change in their country.

Out of Office for Good

The Out of Office for Good (OOOFG) programme is the result of a partnership between Raleigh International and McCann Worldgroup (MW) UK which involves skills-based volunteers from MWG heading to countries where Raleigh societies, formed of young people, run projects which aim to address some of the UN’s Sustainable Development Goals.

Raleigh Tanzania Society (RTS) is in the early stages of a two and a half year campaign to address environmental issues in Tanzania so we were there to give them the foundations to create powerful behaviour change campaigns. We each held a session on individual specialisms, including research, planning, strategy, campaign ecosystems, branding, developing creative ideas, social media, and production. These sessions culminated in the development of some overarching campaign ideas and creative suggestions that the RTS members are progressing, with the help of remote mentoring from us in the UK.

Making a difference

This campaign is going to make such a difference to the lives and environment of those living in Tanzania, and is likely to have a global impact too. The focus of this campaign is to highlight and address the impact of vast deforestation in Tanzania, with over 370,000 hectares of forest being cleared every year for charcoal and firewood for cooking. This is not only having a detrimental effect on the environment, but also the livelihoods of people living in rural areas, as they rely on the land for farming. It was extremely rewarding knowing that we could use the skills and knowledge that we utilise on a day-to-day basis to make a difference to one of the biggest issues the world is facing.

The whole experience was incredible. Working and living alongside such inspirational youth leaders, learning about their culture, was something that has given us as MW volunteers different perspectives, insights into other ways of working and living, and developed us as MW employees. As well as developing friendships among the group, we’ve enhanced our cross-agency collaborations and have an even better understanding of what other agencies in the McCann Worldgroup network can offer and how we can work together to provide even more for our clients.

It wasn’t all hard work! We still had time to explore some of the amazing country, including a safari, hike up the nearby Uluguru Mountains, and a trip to the nearby town, Morogoro. It’s safe to say we were all very sad to leave the country and our new friends – so to be told by RTS and Raleigh staff that we were leaving behind a legacy was a great feeling.

‘Leaving a legacy’… continuing this in 2020 and beyond

The MW UK and Raleigh International relationship continues on a broader scale, but we are all individually committed to helping to continue the relationship and campaigns too.

Without a doubt, Tanzania was my highlight of 2019, so when the chance to continue this relationship and make a difference on a global scale came up it was a no-brainer.

Alongside Poppy from McCann Enterprise, I held a day-long workshop at Raleigh HQ in London on 11 January to help train Raleigh Alumni in the UK who are looking to create a UK society and launch a global sustainability and environmental campaign which ties in all the amazing work being done across the countries in which Raleigh operates – including Tanzania, Nepal, Nicaragua, Costa Rica, Singapore, and Malaysia. Many of the alumni are in education or full-time employment but were looking to understand more about how to create an impactful campaign.

We taught sessions on audience insights, planning, strategy, branding and developing creative ideas, before we had a very productive session where the participants began to pull together ideas for their campaign.

The work doesn’t stop there, we’re really looking forward to continuing to work with Raleigh on the campaigns both in Tanzania and on a global scale, and will have lots more exciting details about their campaigns in the near future.