As we gear up for 2024, reshaping our agendas and setting out resolutions which resonate, it's time to zoom in on Social Impact – our hidden superpower with vast untapped potential. However, beware: misuse it, and we risk shallow gestures and campaigns that miss the mark, alienating communities instead of engaging them, or initiatives that start strong but fade into nothing.

There is a comms challenge to demystify Social Impact. For me, it’s all the bits that serve the brand that aren't product-focused. It goes beyond D&I to include mental health & wellbeing, sustainability and the environment to social mobility and levelling the playing field. Take your pick - there are lots of issues we’re facing societally. All of these come under the umbrella of social impact.

More and more organisations are becoming aware of their impact on the world. As “a creative company for people on a mission” we believe at Lucky Generals that our client’s mission should be connected to organisational truth, values and behaviours and this is where the heart of social impact lies.

Social Impact should contribute to positive change while achieving business goals - it’s not one or the other. It should be the engine room for growth. As the conversation moves from purpose-led marketing to becoming impact-driven, we’ve set out three tips to get the most out of your social impact agenda in 2024.

1. Don’t underestimate your audience 

Serious topics often get a stern treatment, but who needs more gloom? Often, the pitfalls of social impact campaigns come when you don’t leave much to the imagination and the message is crammed with the mission, the purpose and fluffy storytelling which negates a simple call-to-action. To gain cut-through it’s important that you adopt a distinctive voice that chimes with your audience.

Act as a matchmaker and broker collaborations in the most unlikely places. The broader the support network and the wider reach, the more impactful the campaign can be. The resources, and equally as important, the people, are there waiting to help you.

2. The creative cost

On the flipside of such work, is the endless amount of purpose comms we’re all exposed to. You know the type - cue sentimental music, solemnity and sappy undertones. Campaigns that all look and sound the same. Social Impact doesn't have to dull the creative spark. In fact, it can fuel it.

What works is when brilliant creative cuts through by representing the problem in a fresh and distinctive way. Understand the people the issue affects and you can begin to develop ideas beyond the tried and tested tropes that blight so much advertising. Strip away the slushy strings, lazy casting and trite taglines and free yourself up to create campaigns that are visually and emotionally engaging, offering a new angle or perspective on the issue.

Our work with Make My Money Matter to raise awareness of the damaging links between the pension industry and the climate emergency, the fact that millions of people are unwittingly investing in fossil fuels, and encourage UK schemes to end their investments in fossil fuel expansion. To do this, we had to shock people out of their apathy, so we turned national treasure Olivia Coleman into the disgusting fossil fuel boss Oblivia Coalmine – to thank savers for their support. Our viral Oblivia Coalmine campaign, launched ahead of COP 28,  generated huge levels of awareness, with over 300 media articles published and 14 Million organic views generated.

3. Social Impact is not your gatekeeper

Social Impact in advertising isn't a gatekeeper, it's a gateway. It opens up new avenues for creative storytelling, connecting brands with audiences on deeper, more meaningful levels. As brands come under scrutiny – now more than ever, there is a need to be even more transparent in messaging. Where brands succeed is when they go beyond storytelling to action and can substantiate the work with the right data points to back it up.

Look to make a measurable and tangible impact. Social Impact is not about looking like you’re doing something of worth, it’s about actively making a difference that you can measure, evaluate and prove. Look to spark conversation and debate. Keep up-to-date on the latest regulations and back your statements up with evidence. Don’t ignore accreditation marks -  they can equally communicate (and provide authority for) a brand ethos alongside your message (whether you are B-Corp or Fairtrade).

Addressing Social Impact isn't just about temporary measures or superficial campaigns. Instead, it's about genuinely engaging with communities, fostering connections, and committing to sustained action. Let’s start by tapping into Social Impact, making it more accessible and actionable for agencies and brands alike. This way, we can turn it from a misunderstood concept into a powerful force for good, propelling our brands forward with purpose and integrity.