/sustainability/Tata Sustainability Group

Stepping up for change

Tata Engage the volunteering arm of the Tata Sustainability Group (TSG) partners with nonprofits to help facilitate Tata employees, their families and Tata retirees to volunteer time, effort and skills towards social efforts in a planned and sustainable manner. Tata Volunteering Week (TVW), one of the flagship programmes of Tata Engage, is organised groupwide across a four-week period, twice a year and has partnered with 650 NGOs across 150 locations since its inception in 2014.

We helped the Group conceive, conceptualise and design videos, mailers, social media updates, website banners and merchandise for the 6th and 7th editions of the TVW in 2016-17. Across both the campaigns we strived to build a compelling case for contribution and change with ‘Count me in’ and ‘Chase it Change it’ being the underlying themes. The design was colourful, illustrative and simple to ensure the goal took centre stage in each edition.

The campaign was inclusive from the very start which began with teasers that built up the reveal, mailers and updates that encouraged people to register, inspiring videos custom-made for each edition, awards and merchandise. Volunteers signed up for activities ranging from cleanliness drives to creating a database on tree species diversity and population; to conducting sessions for training farmers on the usage of bio-fertilisers.

The campaign has received a tremendous response, bettering the last edition each time. The Tata group achieved 1.2 million volunteering hours in FY 2016-17 with a volunteer count of over 1,50,000 moving it up to the list of top 10 corporates recognised for its volunteering effort.