Redefining Corporate Social Responsibility

Raheem Akingbolu writes on how brands and advertisers are redefining corporate social responsibility techniques to demystify the various financial challenges faced by Nigerians in their quest to acquire relevant knowledge in Sciences, Mathematics and Technology

The conviction that consumers’ perception could be changed to rate brand value through overtures from companies has continued to encourage more organisations to invest more in CSR.  In Nigeria, records and performances in the market have shown that companies that invest in CSR grow more because of the natural connection between them and members of the public. As a result of this discovery, most companies are waking up fast to this global trend while a few are still living in the past. 

Today, corporate organisations strive to engage consumers through advert placement across different media platforms even as attention spans are rapidly reducing. Experts have pointed out that brand sustainability is more than just advertising; it involves creating meaningful engagement through initiatives that endear consumers to the brand. 

As part of the sustainability agenda, most brands including foundations and individuals embark on a series of initiatives to give back to society. In the area of education for example, some brands support initiatives around science, technology, engineering, and mathematics (STEM) while some support girl education, vulnerable children education, and others to support the actualization of the Sustainable Development Goal (SDG) 4 which is to ensure inclusive and equitable quality education and promote lifelong learning opportunities for all. However, much still needs to be done by brands, advertisers, and other stakeholders to help reduce out-of-school children.

Meanwhile, Nigeria has 18.3 million out-of-school children according to the United Nations Children’s Fund (UNICEF). As tuition fees are on the rise coupled with the increasing cost of products and services and changing economic realities in the county, experts forecast that out-of-school children may increase if something urgent is not done. 

With a growing population of about 160 million young people, Nigeria is a huge market for any brand that wants to strategically capture a significant share of the youth market through a well-thought-out initiative that will win their hearts like throwing its weight behind an initiative that supports free education for all.

Strategic Alliance

Most adverts targeted at students or young people and other stakeholders in the education ecosystem are aimed at persuading them to take an action, buy a product or service, or support a course but giving back for viewing or clicking an advert has never been part of the option.   

An independent survey shows that consumers want brands to support them, especially in this period of economic uncertainty while brands want value for every advert placement on any media platform whether on television, radio, newspaper, magazine, out-of-home advertising, or social media.  

To marry the two, that is Corporate Social Responsibility (CSR) and advertising, Mobile Classroom, a frontline Edutech and audio-visual e-learning platform, recently launched a new feature on its app to enable advertisers to empower consumers to earn by just clicking on an advert, thereby making education free for Nigerians. 

The effort will help raise the standard of education in the country, as well as save lives, and contribute to economic growth. In essence, students, lecturers, education institutions, parents, brands, and the country as a whole will benefit from the initiative. Students or learners earn for viewing ads and can use the money earned on the platform to pay their tuition fees for any institution they attend in the country and can also subscribe to lecturer materials made available on the platform by different lecturers. 

“Imagine a small percentage or small percentage of your advertising budget not only delivering the desired ad views and engagement but also funding the education of millions of Nigerians,” Founder of Mobile Classroom App, Akeem Salami said.

Undergraduate to postgraduate students looking to fund their education or access lectures can do so seamlessly by clicking an advert and they earn. Parents seeking support to raise school fees for their children can click an advert and earn. Students of all levels who need financial assistance for their education and professionals seeking to access classes and coaching sessions from top facilitators can do that on the platform.

According to Mobile Classroom in a statement, “ADfunding, an initiative from FUNDmee on the Mobile Classroom App, allows students to raise funds for school fees or access lecture materials by engaging with your brand’s ads. Students view, listen to, or watch ads—whether jingles, videos, or banners—to earn money that goes directly toward paying their tuition or accessing lectures.”

Making Impact with Ad Budget

According to a recent report released by PricewaterhouseCoopers (PwC), the Nigerian advertising industry was valued at ₦605.2Bin 2023 and contributes ₦16.5 for every ₦1 spent on marketing communications to the Gross Domestic Product (GDP) of the country. With ADfunding, marketing and advertising budgets can do more than just generate ad views but can change lives and help increase its multiplier effect on the economy.

Mobile Classroom explained that ad spending on the platform is based on real-time views in a way that advertisers get value for money. “Your ad spend is based on real-time views, ensuring transparency and maximizing reach. With a dashboard that allows you to track views, engagement, and ad spending, Adfunding offers your brand guaranteed results and a positive social impact,” it stated.

It also plans to periodically publish logos and names of advertisers in national media platforms as contributors to free education in Nigeria. Brands and advertisers can access mobile classroom app from playstore or App store and then click FUNDmee to create their Ads. 

Other features on the Mobile Classroom App include MyClass and VirtualTest which help enhance the learning experience. The MyClass is a personalized class space for lecturers, coaches, and trainers to upload and store video or audio lecture materials, giving students access at their own pace and convenience. On the other hand, the VirtualTest is a live virtual CBT feature for administering assessments, recruitment tests, or evaluations, with automated grading for seamless results.

During the COVID-19 lockdown, the Mobile Classroom App was the official partner of the Federal Government of Nigeria, providing free access to students nationwide through a broadcast by the Ministry of Education. Post-pandemic, the United Nations Children’s Fund (UNICEF) continued to support the initiative, granting free access to learning for thousands of Nigerian students.