Y&R Wants To 'Inspire Change' With New Cause-Related Practice

Y&R has launched a new global “social impact” practice that it is calling Inspire Change.  It’s geared toward both nonprofit organizations and for-profit brands trying to build their “social purpose.”

The new practice is led by Shelley Diamond, Chief Client Officer at the agency. Two existing clients will use the service first: UNCF and Special Olympics.

The agency said that research led to the decision to start the practice. Findings showed technology has democratized philanthropy and donors are attracted to nonprofits and companies that are authentic, provide ways to be participants and are transparent in the ways supporters help make a difference. 

The research also found that consumers have expectations of social good from brands today. However, just over half of millennials say they donate to causes. According to Y&R, if each millennial in the U.S. donated $100, nonprofit organizations and other social causes could see a benefit of $7.5 billion in a year. 

The agency has a history of pioneering cause-related work, including leading the U.S. Bond drive during WWII and the “A Mind Is A Terrible Thing To Waste” campaign for UNCF.






2 comments about "Y&R Wants To 'Inspire Change' With New Cause-Related Practice".
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  1. Kadi Kaljuste from Consultant, April 4, 2017 at 8:06 a.m.

    Not new...they launched this in 2014 under Trish Wheaton.

  2. shelley diamond from Y&R replied, April 5, 2017 at 8:37 a.m.

    Inspire was launched as a sustainability practice geared toward corporations. It was also a multi company practice across Wunderman,Y&R and Landor. This is quite different. I would welcome the opportunity to discuss it with you in greater detail. Trish is a friend and colleague and her perspective has been quite valuable as we launched this practice. 

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