“When brands understand that they are speaking to real people with real lives, they can better identify the positive impact they can make with their marketing. It’s all very well to have a CSI campaign, but if it’s not reaching anybody on a deeper level, there are missed opportunities for real brand engagement. This is where the art of storytelling comes in, and brands who are already doing this are reaping the rewards. Not only are they engaging their audience, but they are also boosting their brand value, all while contributing to social good. It’s a win-win,”
Hashtag Our Stories uses mobile journalism to share local stories with a global audience and has trained thousands of ordinary citizens across the world to use their individual voice to harness video and social media to share news for change. “Our work has given citizens a voice, but it’s time that more brands use their clout to influence behaviour for the good. Unfortunately, not many know where to start, and that’s where the right mix of technology, strategy, and creativity come in,’ says Yusaf Omar, the co-founder of HOS. He says that by empowering people on the ground in various communities to share their truth, brands can be a part of something more meaningful than just making a profit, they can bring people together. He also believes that the technology available to us today is primed for user engagement and full immersion, allowing for content to make a powerful impression with impactful storytelling. “That’s why we are excited to partner with BTM because they at the intersection of social impact and storytelling. Together we can help South African brands develop their purpose and map out a clear call to action to make a difference.“ says Omar.