Fueling social entrepreneurs
As part of its global corporate identity programme, fuel giant Shell recently launched a linked multimedia campaign in order to raise the profile of social entrepreneurs in South Africa and provide a platform for them to share best practices.
“From issues as diverse as community development to poverty alleviation, social entrepreneurs focus on generating social value across a range of areas. They seize opportunities to improve, create and devise new approaches that address social problems on a large scale.” says Monica Ledingwane, head of communications and external affairs at Shell.
“We have seen a marked increase in the number of social entrepreneurs operating in this country and through this campaign we aim to increase the public's awareness about social entrepreneurs and highlight the innovative ways they do business.”
As part of the campaign, Shell has formed a partnership with the Johannesburg-based Gordon Institute of Business Science (GIBS) and will be hosting a number of forums designed to stimulate discussion on the major challenges facing social entrepreneurs today, exploring the issues of technology, innovation and alternative energy.
Each debate will be centred on a particular theme, with three social entrepreneurs sharing their experiences.
The forums will be officially launched at the GIBS Social Entrepreneur Awards where Shell is sponsoring a number of financial grants for three winners in the Award categories.
Important drivers
“Social entrepreneurs are important drivers of social change in South Africa yet they very rarely receive recognition for the amazing work they are doing,” says Bridgit Evans from the GIBS Colloquium for Social Entrepreneurs. “Our partnership with Shell will go a long way in raising the profile of social entrepreneurs while positioning the issues and debate in a global context.”
As part of the campaign, social entrepreneurs will also gain further exposure with the launch of a special social entrepreneur series on Kaelo – Stories of Hope, broadcast on SABC2 on Mondays at 6pm. Sponsored by Shell, the six-part series will run from August to December, featuring six leading entrepreneurs and highlighting the extraordinary personalities behind these businesses. The stories will also be told in the Kaelo book and national print inserts.
“We hope through each story to showcase the work of social entrepreneurs and illustrate the results that are possible when a pioneering idea is coupled with a sound business strategy, commitment and dedication.” says Ledingwane.
Shell will also form media partnerships with leading television channels and business magazines to further publicise social entrepreneurs in South Africa.
