Cross Sector Partnerships


Session Overview

In this presentation from the 2020 GovComms Festival, Associate Professor Sameer Deshpande and Marketing Researcher Alexander Campbell from Griffith University discuss the advantages, disadvantages and types of Corporate Social Responsibility (CSR) and how it can be put into practice to help improve the brand perception of your not-for-profit, public sector or corporate business.

By outlining the six different CSR initiatives that corporations undertake, this presentation will give you a better understanding of which initiative is right for your corporation to undertake and what consequences it will have for your business.

Watching this video will also give you an understanding of how many global companies have utilised different methods of CSR to their advantage, such as McDonald’s, Yoplait and Medibank.

After learning about how CSR works, this presentation finishes off by giving you a deeper understanding of the third CSR initiative, social marketing. Sameer and Alexander present an intriguing case study by New Zealand dairy business, Fonterra, who successfully ran a ‘milk in schools’ campaign to help increase calcium levels of children in school.

After watching this video, you will

  • Understand the various kinds of corporate social responsibility (CSR) activities and what benefits and challenges each kind face.
  • Know the Do’s and Don’ts of CSR for the non-profit and public sector.
  • Learn about how New Zealand company Fonterra created and ran a successful social marketing campaign across New Zealand primary schools.

Please note that this is a recording of a live presentation.