BrandArena: YBR Launches Social Impact Division

Tuesday 25 June 2019

YBR Launches Social Impact Division

Yellow Brick Road (YBR) has announced the launch of a new division within the agency that will focus solely on social impact marketing. The firm made the announcement at a symposium in Abuja on Thursday, 20th June, 2019, while speaking on creating effective social impact campaigns.

According to the General Manager of the new practice group, Muna Anazodo said the division aim to help brands take on disruptive strategy and creativity to cut through and reach people in a way that actually makes them change their beliefs and behaviour.

 ‘We believe that communications can be a powerful way to change society. With the very real social challenges we face as a country, this new practice group allows us to take the approach we usually use to sell products into the development world in order to drive real, sustained social change. In an increasingly complex and noisy world, it takes truly disruptive strategy and creativity to cut through and reach people in a way that actually makes them change their beliefs and behaviour.’

L-R: Suzanne Ushie - Senior Copywriter - Yellow Brick Road; Nnenna Onyewuchi - Director of Strategy - Yellow Brick Road; Kaliko Olowole - Managing Director - Yellow Brick Road; Muna Anazodo - GM, Social Impact Marketing - Yellow Brick Road; Mansir Nasir - Senior Communications Officer - World Bank (Former Output Lead - Communications at Voices For Change) and Caroline Enye - Independent Consultant (Former Team Lead at Voices For Change) during the workshop on 'Marketing Approach for Behaviour change in Abuja recently.  
During the symposium, the agency shared insights gleaned through experience working with a number of development agencies and charitable foundations including UNICEF, Voices4Change, Girl Effect, MTN Foundation, Oando Foundation and more. The event was attended by local and international organisations working in the area of social change, including ActionAid, Save the Children, WHO, the African Development Bank, Dangote Foundation, SFH, Mercycorps, USAid and British Council.

Yellow Brick Road is a full service integrated communications agency based in Lagos, Nigeria. The agency was founded in 2011 by Kaliko Olowole and Nnenna Onyewuchi who serve in their respective capacities as chief executive officer and executive director of strategy. Its philosophy for developing communication campaigns is based on a digital first approach, using the disruption method which seeks to challenge conventional concepts of advertising. The practice is split into two divisions: a commercial division to service its private sector clients such as MTN and First Bank; and a social marketing division to service NGOs.

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