B Lab East Africa: #BackBetterBusiness

A campaign launch for B Lab East Africa, providing the key messaging and digital assets to support their goal of raising $200,000 to fund their operations.

To develop a unique campaign concept for B Lab East Africa’s crowdfunding campaign. This campaign should clearly explain the role and importance of B Lab East Africa in order to facilitate donation conversations and complement existing global B Lab messaging.

3-minute video script

Landing page copy

A campaign "toolkit" for B Corp businesses, including 12 adaptable social posts, plus email and website banners

Building on the global #BetterBusiness campaign I had developed with a creative team earlier in the year, the concept for this campaign was ‘Back Better Business’. It worked to highlight the B Lab movement and mission - one that can only be achieved if businesses work together - galvanising the B Corp community to get behind African businesses to ensure global success.

As a not-for-profit that was fundraising for operational costs, the greatest challenge was articulating how donations to B Lab could go further than those to charities or to individual businesses. I created a framework of three core messages to form the basis of the campaign narrative, which I then developed into a video script and landing page copy. These key messages were:

The importance of African businesses and the problems they face in gaining funding and access to skills

The role B Corp businesses in general play in solving some of the world's most pressing problems

How B Lab East Africa is instrumental in driving the changes we need

Video produced for B Lab East Africa's #BackBetterBusiness fundraising campaign.

I also transformed the key messages into a social toolkit for use by B Corp businesses and B Lab global partners. Over a suggested timeframe of 5 weeks, this covered each of the key messages to raise awareness of the campaign, with donation CTAs included throughout.