Communications professionals are consistent champions for their clients, and are often called on to use their skills to drive social change campaigns. To explore the importance of value-led communications, Telum caught up with a selection of prominent communications practitioners across APAC.

 

Thanabalasingam Balakrishnan, Communications Specialist, Malaysian AIDS Council
Developing effective communications strategies is essential to inspire social change. At the Malaysian AIDS Council, we are committed to ending the AIDS epidemic by 2030 through a variety of public health messaging initiatives which includes reaching out to key populations. However, to inspire change, we must show the key populations that we see them, and they are more than just their diagnosis.
 
It is essential to educate yourself about HIV, what it is, how it can be transmitted, how it is treated, and how people living with HIV can stay healthy. This is the kind of positivity we need to inspire change and help Malaysia end the AIDS epidemic by 2030.
 

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Nurul Rasheed, Associate Director, APRW
Today's modern audiences have developed a greater level of sophistication and often connect with messaging that goes beyond a brand or organisation itself. It's crucial for organisations to speak openly about topics that are important to both the company and its audience such as diversity, environmental concerns, women's empowerment, and more. For instance, a fashion brand that caters to women should not only celebrate the women who wear its clothes but work to create a connection with them.

Nowadays, audiences seek a connection with brands that goes beyond pricing and convenience, so it's vital to understand your target audience in order to establish a meaningful connection. Crafting a compelling human-interest story can be an effective way to get started.
 

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Vanessa Tan, Chairperson, Fundraising Committee, Samaritans of Singapore
To inspire social change, non-profits or purpose-driven businesses often utilise strategies, messages, stories or a call-to-action that emphasises shared values such as freedom, equal rights, and human dignity to connect with a target audience.

In my experience helping non-profits improve their communication efforts and fundraising capabilities for over a decade, I often advise using value-led communications, coupled with dignified storytelling. This can include respecting anonymity, avoiding the use of negative labels, presenting our beneficiaries (‘clients’ in the non-profit space) in a positive light, and refusing to use clients’ stories in a sensational fashion for awareness or fundraising purposes.
 
In my recent work with Samaritans of Singapore as their Fundraising Committee Chairperson, we weave in shared values such as “one life lost to suicide is one life too many”, and the key message of “suicide prevention is everyone’s business” into our articles, speeches, and fundraising pitches. Our advocacy-related communications materials are purposefully drafted and backed with both relevant landscape data and clients’ stories (used with consent) that are presented in a dignified manner.
 
Value-led communication strategies connect people, build consensus, and can pave the way for the non-profit work we do to effect positive change. However, this has to be used intentionally, purposefully, and respectfully.