A Descriptive Analysis of C4D Model in CSR Communication – The Amway Philippines “One by One Campaign for Children” Case Study

Abstract

Corporate Social Responsibility (CSR) communication happens extensively during project implementation, across various levels, and between various stakeholders. The importance of communicating the message and intention of the company is vital to the achievement of sustainable goals for individuals and communities that benefit from such initiatives. Amway Philippines' “One by One Campaign for Children” is a global campaign supporting various children’s causes worldwide. In the Philippines, the program is aimed at SDG 4, or supporting quality education through a values-laden literacy through storytelling campaign under the Department of Education’s Adopt-A-School Program (ASP). It was proven that in all locations where the Amway business operates, public school partners and students benefited from library renovations and other related support activities, which resulted in a sustainable relationship through effective communication and technology, such as email communication, social media channels, that mobilized volunteers across the organization.

Morsing and Schultz (2006), noted that engagement in present times requires a more sophisticated and ongoing stakeholder awareness and more focused CSR communication strategies than previously. This solidifies the need to make a CSR communication platform as that is “sustainable” and more attuned to the needs of various stakeholders. The element of “sustainability”, makes the Amway Philippines One by One Campaign a movement to uplift the lives of its beneficiaries. The communication for development (C4D) model, allows the campaign to tap into various forms of communication, and utilize the technology that allows the implementation on a global and affiliate level. The barriers of distance and time is no longer a challenge since the messaging tools are freely utilized using email, social media channels, and the Amway web-based resources such as blogs, microsites, and websites. Feedback is gathered, and dialogues are made to open up the communication lines either personally or through technology-aided communication.