Citizen Mall - Brazil
Citizen Mall was designed by the Brazil-based NGO GAIS (Social Investing Support Group) to enable local non-profit organisations to produce, promote, sell, and distribute products. The purpose of the website is to enable these organisations to focus on their missions rather than on finding financial backing. A larger goal includes stimulating socially responsible consumer behaviour.
Communication Strategies
Visitors to the Citizen Mall site may purchase products and access information about the organisations that produce them. Examples of items for sale include clothes, accessories, decorative articles, dolls and toys, cards, and accents for the bed and bath. All proceeds are invested back into the projects being conducted by the organisations. In addition, links are provided to descriptions of the merchants' organisations, which focus on development issues such as children and youth, the elderly, health, the environment, local development, and art and culture. The site is currently available in Portuguese only; organisers hope to offer English, Spanish, and French versions in 2003.
GAIS consults with participating organisations, providing guidance on the production process. For example, GAIS offers advice about design, production (quality, quantity, and standardisation), and logo. It also provides micro credit financing and training in management and commerce. GAIS also conducts seminars to help organisations seeking to develop strategies to promote socially responsible consumer behaviour.
GAIS consults with participating organisations, providing guidance on the production process. For example, GAIS offers advice about design, production (quality, quantity, and standardisation), and logo. It also provides micro credit financing and training in management and commerce. GAIS also conducts seminars to help organisations seeking to develop strategies to promote socially responsible consumer behaviour.
Development Issues
Non-profit organisations.
Key Points
GAIS was founded in January 2001 to strengthen the third sector through technical services, network development, training sessions, and projects designed to foster the development and flourishing of non-profit organisations. Organisers came to believe that the most difficult obstacle that these organisations face is maintaining financial stability without dependence on public donations and official subsidies. In search of solutions to their financial problems, many of these social organisations produce promotional products. However, GAIS claims, they do not have an efficient strategy for selling these products. Contributing to this problem is the fact that few citizens are aware that these products are available or understand how they might contribute to society by purchasing these products.
Sources
Letter sent from Caroline Klein to The Communication Initiative on January 13, 2003; and the Citizen Mall site.
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