Lynn de Souza’s Social Access explores ways to mobilise ‘The Good Force’

Lynn de Souza’s Social Access Communications has launched a white paper on communication for marketing social progress, titled ‘The Good Force: Gears of Communication. Wheels of Change’. The white paper draws vastly from the firm’s four years of hands-on experience working in the social development sector. 

Lynn de Souza, Founder, Social Access Communications, remarked, “In the four years of working in the social sector, supporting causes as diverse as economic literacy to environmental protection, from water rights to women duties, from children who are abused to children who drive change, we have come across one definitive binding factor: Good will always prevail. Men and women who work tirelessly to make the world a better place must be encouraged, ironically by using the same systems and processes that are used to empower markets. ‘The Good Force’ is our attempt to put together our learnings and experiences in a document that will be read chiefly by the marketing world, because we believe both worlds need each other to learn from, integrate, support and grow together.” 

Social Access Communications – a first-of-its-kind communications firm for the Not-for-Profit sector – explores in detail the role that communication plays in leap-frogging philanthropic success and achieving impact at scale. Through keen observation of India’s emerging philanthropic movements and intense conversations with the change-makers behind them, Social Access aims to present a model for ‘movement-building’, using communication and #thegoodforce as key to quantum positive social change. 

Nisha Ghanshani, author of ‘The Good Force: Gears of Communication. Wheels of Change’, said, “The highest, most noblest form of communication is that which affects mankind and effects change. ‘The Good Force’ is that power indeed.” 

Designed by Seema Arolkar, ‘The Good Force’ features insights from noted change-makers like Dr Anish Andheria, Crispino Lobo, Kiran Bir Sethi, Vanessa D’Souza, Shalabh Sahai and Stalin Dayanand. 

To mark the launch, Social Access hosted a curated interactive session on ‘Marketing for Social Progress’ in Delhi on July 21, 2017, led by inspirational change-maker speakers like Sushant Dash, Regional President - India, Tata Global Beverages, and Jeroninio Almeida, Founder, iCongo, Rex & Karmaveer Awards. 

A similar session will be held in Mumbai on July 28, which will host noted philanthropist Luis Miranda, Chairman, Centre For Civil Society, and Safeena Husain, Founder and Executive Director, Educate Girls, at 6.15 pm at the Four Seasons Hotel, Mumbai. The session will discuss the role of communication and movement building in social progress, how one can market social firms and the challenges therein. 

The white paper was launched at the annual BW Businessworld Marketing Whitebook 2017-18 in Delhi on July 21.