The Brief

As part of our ongoing advisory role, Purpose Communications identified an opportunity for Libertex to deepen its ESG strategy through a tangible, volunteer-driven initiative. The objective: to bring lasting benefit to a respected child protection NGO while activating employee engagement and reinforcing brand values. The proposal needed to align with the “S” in ESG—Social impact—while offering internal and external communications value. Libertex embraced the concept, tasking Purpose with the full development and promotion of the initiative. 

Our Strategy

We designed a purpose-led campaign grounded in three strategic pillars:

• Community Impact: Restore and improve the functionality of key spaces at the “Hope For Children” centre to support the well-being of children and staff.
• Employee Engagement: Position the activity as a meaningful volunteer experience that strengthens company culture.
• ESG Positioning: Ensure the initiative contributes to Libertex’s ESG narrative with credibility and visibility.

What We Did

• Concept Development & Proposal: Purpose initiated the idea and presented it to Libertex as part of its CSR advisory support, identifying the partner organisation, scope, and intended outcomes.
• On-the-Ground Coordination: We supported the operational planning and volunteer coordination, ensuring a smooth and impactful restoration experience—from briefing sessions to execution day.
• Narrative & Messaging: Purpose crafted a compelling story that linked the restoration to Libertex’s broader ESG agenda, employee culture, and commitment to social value creation.
• Media & Stakeholder Relations: We led the creation and distribution of the official press release and managed stakeholder communications to amplify visibility across channels.
• Leadership Visibility: The initiative was positioned to elevate Libertex’s leadership team as actively involved in ESG efforts—not just endorsing values, but living them.

The Impact

• Libertex volunteers painted interiors, refreshed furniture, upgraded lighting, and revitalised outdoor areas.
• The improved spaces now offer a more dignified and comforting environment for children and the professionals who support them.
• Strong employee participation strengthened internal culture through hands-on CSR engagement.
• The initiative reinforced Libertex’s ESG positioning and demonstrated authentic social commitment.
• The partnership with “Hope For Children” was deepened, setting the foundation for future collaborations.