By: Amber Mason
Civic engagement and social responsibility are industry buzzwords and aspirations of every brand. At Morph PR, coursework completed at the Manship School of Mass Communication taught us all about both of these important principles. Large corporations and brands exhibit social responsibility in a number of ways to set them apart from others in their fields. Civic engagement and social responsibility foster trust with a brand’s publics and with the community as a whole.
At Morph PR we want to communicate our client’s social responsibility to the community in hopes of fostering civic engagement. This ultimately leads to a better community for everybody.
A New York Times article defines civic engagement as “working to make a difference in the civic life of our communities and developing the combination of knowledge, skills, values and motivation to make that difference. It means promoting the quality of life in a community, through both political and non-political processes.”
At Morph PR a large part of our job is assisting nonprofits in community building, and Connections for Life epitomizes social responsibility. Louisiana women are incarcerated at an alarming rate, and the organization rehabilitates these women to ease their transition back into society by providing them with a structured environment teaching them important life skills, such as personal financial management. Women who enter the Connections for Life program are much less likely to return to prison than women who do not receive help transitioning to independence.
Connections for Life reduces the rate in which women in our state go to prison. The program also keeps women employed in the thrift store for a full year. That work experience is significant after the transition. An employer can see that the program participant can work and be reliable. During our campaign we want to reach out to local business owners. Private businesses need workers, and the participants in the program need jobs. One way we plan to build community is by fostering these mutually beneficial relationships.
Another goal of this campaign includes incorporating the thrift store with the Connections for Life brand. Not only does the organization provide a benefit to the community in rehabilitating, but also the program serves the city with a thrift store. Providing affordable furniture, clothing, and house appliances help build community. When residents of Baton Rouge understand the Connections for Life brand and how it helps the community, residents can naturally assist Connections for Life in continuing to serve the community.