Case Studies

Promoting Philanthropy

Challenge

JM Eagle, the world's largest manufacturer of plastic pipe, began a project to combat water scarcity in sub-Saharan Africa by partnering with the Earth Institute at Columbia University and the Millennium Villages Project. The company, led by CEO Walter Wang, donated over $1 million in pipe and additional funding to a water infrastructure network in Senegal – the first of six planned projects. Upon completion, it provided access to people who previously had to walk 10-15 kilometers each day carrying containers of dirty water in a region that is home to over 36,000. However, to increase the overall impact for the next five projects and expand upon the work, scaling it up to reach more people in developing nations, JM Eagle needed to tell its story to other potential partners that could also join the Earth Institute's efforts and be a part of the Millennium Villages Project.

Approach

Stanton Public Relations & Marketing actively pursued opportunities to present JM Eagle's "on-the-ground" impact to a wider audience – showing that philanthropy is sometimes more effective when companies find ways to apply what they already do best to better the lives of others. In addition, we announced the project's completion at an official ceremony and press event on-site in Leona, Senegal where Walter Wang and Dr. Jeffrey Sachs, director of the Earth Institute at Columbia University officially opened the taps on a new water infrastructure. The new system aided farming, improved health conditions and allowed women to spend more time with their children instead of transporting water.

Results

The announcement of the first project in July 2008 was followed by concentrated coverage in trade press. The success of the project – driven by the on-site event in Senegal – in January 2009 drew international media attention that included coverage by Agence France Presse, a broadcast television and a radio news stories by Voice of America, and a feature article on Walter Wang. Subsequent television coverage appeared on CNN News and Bloomberg TV.

Pre-arranged media "ride-alongs" with international reporters and additional media coverage helped show how incremental improvements with the help of partners on the ground can make a major impact, and also showed that access to – rather than availability of – clean water is the first step to prosperity.