Digital communications platforms may help bridge geographic gaps, but by no means do they alleviate the logistical nightmares that come with planning a global initiative. No one knows that better than the communications executives at PricewaterhouseCoopers, who launched the worldwide Responsible Leadership campaign in conjunction with the firm’s 10th anniversary. “There is no silver bullet for launching a global campaign,” says Shannon Schuyler, managing director of corporate responsibility at PwC. But she does identify a few components that were integral to PwC’s success: • Leadership participation: “For us, it helped that we rallied around one common cause and engaged our senior leadership, who took a visible role in supporting the effort both internally and externally.” • Collaboration: “Our brand and communications teams worked closely together on the campaign, ensuring that we had a consistent message in the Web sites, internal communications, press releases and other deliverables.” • Cause-brand alignment: “We selected a cause—educating the children of Darfur—that supported our firm’s global community platform, which is focused on developing the next generation of leaders through youth education.” Collectively, Schuyler says, “all of these individual actions helped deliver a successful global campaign that helped us celebrate, collaborate and donate, and make a meaningful difference in the lives of thousands of refugee children in Darfur.”

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