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Social Access launches 'The Good Force'

Jul 24, 2017

‘The Good Force’ is a paper explaining about strategic philanthropy in the context of creating social movements, using practices from the market place and insights from social sector experts.

New Delhi: Drawing vastly from 4 years of hands-on experience working in the social development sector, Social Access Communication proudly launched The Good Force: Gears of Communication. Wheels of Change, a white paper on communication for marketing social progress at the annual BW Businessworld Marketing Whitebook 2017-18, was launched on July 21st in Delhi.

Social Access Communications - a first-of-its-kind communications firm for the Not-for-Profit sector -explores in detail the role that communication plays in leap-frogging philanthropic success and achieving impact at scale. Through keen observation of India’s emerging philanthropic movements and intense conversations with the change-makers behind them, Social Access aims to present a model for `movement-building’ using Communication and #thegoodforce, the key to quantum positive social change.

Leading this conversation at the BW event in Delhi, Social Access hosted a curated interactive session on `Marketing for Social Progress,’ led by inspirational `change-maker’ speakers like Sushant Dash, Regional President - India, Tata Global Beverages Ltd and Jeroninio Almeida, Founder, iCongo, Rex & Karmaveer Awards. Similarly, the Mumbai session on July 28th will host noted philanthropist Luis Miranda, Chairman, Centre For Civil Society and Safeena Husain, Founder and Executive Director, Educate Girls at 6.15pm at the Four Seasons Hotel, Mumbai. The session aims to discuss what is the role that communication and movement building plays towards social progress; how do you market social firms and challenges therein.

Says Lynn de Souza, Founder, Social Access Communications, “In the four years of working in the social sector, supporting causes as diverse as economic literacy to environmental protection , from water rights to women duties, from children who are abused to children who drive change, we have come across one definitive binding factor: Good will always prevail. Men and women who work tirelessly to make the world a better place must be encouraged, ironically by using the same systems and processes that are used to empower markets. `The Good Force’ is our attempt to put together our learnings and experiences in a document that will be read chiefly by the marketing world, because we believe both worlds need each other to learn from, integrate, support and grow together. “

The Good Force: Gears of Communication. Wheels of Change by Social Access is a white paper document in the BusinessWorld Marketing WhiteBook 2017-18.

Nisha Ghanshani, Author of The Good Force: Gears of Communication. Wheels of Change, says, "The highest, most noblest form of Communication is that which affects mankind and effects change. The Good Force is that power indeed."

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