ON PURPOSE rolls out 2022 edition of its annual pro bono PR effort 'The Purpose Project'

ON PURPOSE marks its fifth year of working to drive social change in India with the launch of the fourth edition of ‘The Purpose Project’. This launch follows the successful completion of the Purpose Project Part III, a capacity building project to support social change in India with the Hidden-Pockets Collective.

The Purpose Project is an effort by ON PURPOSE to help a not-for-profit build their communications capabilities, pro bono. In the previous editions, ON PURPOSE helped HAQ Centre For Child Rights build their communications capacity by providing content and design support for their website. The Purpose Project Part II had us working alongside the Azad Foundation, to deliver an integrated communications plan, supporting them with inputs and templates to be able to run their own communications outreach. The last edition saw us work with Hidden-Pockets Collective to deliver strategy support for their outreach in regional markets, post an intensive audit and industry analysis.

The past winners have been selected by the whole ON PURPOSE team from various nominations received, in a selection process facilitated by an external jury member. For the last year, we had an external jury preside over the process. This year, we plan to continue with the jury system, and have curated a panel of industry stalwarts:

  • Shravani Dang, independent board director, Charities Aid Foundation – India, and
  • Shivraj Parshad, executive communication & leadership coach, Brevis Consulting

We chose Hidden-Pockets Collective for their efforts in ensuring every young person in India has access to the information, rights, and care they need to make informed and shame-free decisions about their body. In the previous edition, we chose to work with HAQ Centre For Child Rights for their work in ensuring equal rights for children and giving them a voice and Azad Foundation for their work in helping women challenge gender norms and occupational segregations through access to transformative skills and remunerative, dignified non-traditional livelihoods.

Here’s what Hidden-Pockets Collective had to say about the experience working with ON PURPOSE: - ‘Hidden-Pockets Collective was delighted to be selected for The Purpose Project and has immensely benefited from ON PURPOSE's strategic interventions. The team devoted a great deal of time and effort to researching and analysing our digital platforms. Their input helped our Sexual and Reproductive Health and Rights campaigns to reach a wider audience. We are extremely thankful for the support and input received from the ON PURPOSE team, especially on topics that are sensitive in nature. We would love to work again with them in the future.’

‘We started 5 years ago with the aim of using the power of communications to change the world, one brief at a time. The Purpose Project is our way of staying true to our mission. We are cognizant of and grateful for the privilege that helped us survive and grow our business during the pandemic. Continuing with The Purpose Project is our way of giving back the small blessings we are grateful for. We are glad to be able to continue using our expertise in communications and help another non-profit doing great work on the ground build their outreach capabilities,’ said Girish Balachandran, managing director at ON PURPOSE.

All NGO aspirants to The Purpose Project will need to nominate themselves or those around them on the ON PURPOSE website.

Participants will have to answer a few questions regarding their current communications outreach and comply with a few basic pre-conditions. Based on their challenges, the winner will receive expert storytelling coaching and mentoring to build their communication capacity.

Read more about The Purpose Project here.

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