Brand Purpose: Charity Friend or Foe? – A Masterclass with Weber Shandwick

21 Nov

Weber Shandwick Office 2, EC1N 2AE

Thursday 21 November 2019 09:00 - 09:30

We've teamed up with Weber Shandwick - one of the world's leading communications firms - to bring you a free half-day masterclass on the rise of brand purpose, how charities can get involved and the potential pitfalls.

Brand purpose sets out how a company intends to change the world for the better and it’s a hot topic.  In today’s world – and with the rise of Gen Z ‘The Purpose Generation’ –big brands and corporations are becoming increasingly socially and environmentally aware. Global giants like Unilever are building purpose into their proposition, but what does this mean for the charities on the front line?

Is this a great opportunity for our sector or do charities need to tread carefully before aligning themselves with big brands?

Learning Outcomes 

This masterclass will provide insight and answers to the questions outlined below:

  • What does the explosion of brand purpose really mean for charities? 
  • The do’s and don’ts: what can we learn from the brands authentically leaning in and getting real engagement? 
  • Looking ahead: what are brands focusing on in 2020; where should charities concentrate their efforts? 

The training will be followed by mentoring and discussion groups. You will be allocated a group based on your charity’s focus and join other attendees with a similar charitable focus (e.g health, youth etc.)  to get advice from marketing and communications experts on how charities and brands can collaboratively build innovative projects that authentically amplify social purpose and impact.


This event is  aimed at charity professionals who have communications as part of their job role and senior leaders who are interested in developing their organisation’s communications and/or partnerships.  

Please note that places will be served on a first come first served basis.

Emma Gannon sits with a group attendees sharing her tips on content creation during the surgery session

The training will be followed by mentoring and discussion groups where you can get insights and advice from PR experts as well as charity peers.

What if I’m late/ cannot make it?

If you’re running late due to traffic or delayed trains or you get lost don’t panic! Give us a call on 0207 871 5600.

If you’d like to cancel the course, please check our cancellation policy below and email [email protected]

Do I need to print my confirmation email?

Just turn up on the day. It’s that easy!  When you book we have you in the system already.

You don’t have to print and bring your ticket.

Can I give my place to someone else if I can no longer attend the training?

Yes, your ticket is transferrable, however you need to let us know beforehand. If you’d like to give your place to a colleague, drop us an email to [email protected].

Book your place

To secure your place on this course, register today via our Eventbrite page.


Find this event

Weber Shandwick Office 2

Waterhouse Square 140 Holborn, London, EC1N 2AE

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