Virgin Unite appoints Beta CSR arm to handle public engagement

Virgin Unite: social enterprise
Virgin Unite: social enterprise

LONDON - Virgin Unite, the non-profit foundation of Richard Branson's business empire, is developing an online engagement programme in a bid to raise the profile of the organisation among the general public.

Since its launch in 2004, the organisation has focused on uniting the business community to tackle environmental and social problems. However, it now plans to get greater involvement from consumers, entrepreneurs and Virgin group employees though digital activity.

The programme is being devised by Good (Beta), a new social enterprise launched by creative agency Beta, which aims to help brands communicate their social and environmental credentials.

Another founding client of Good (Beta) is the Alliance to End Slavery & Trafficking, a US based coalition aimed at tackling the slave trade. The agency has been tasked with developing the alliance's brand strategy and creating public and corporate engagement activity.

Sharon Johnson, who recently joined Beta's leadership team as strategy partner, is heading up the Good (Beta) enterprise.

Johnson previously spent two years working with The Elders, a humanitarian organisation inspired by Nelson Mandela, comprising an independent group of eminent global leaders who offer their collective influence and experience to support peace building.

Robert Campbell, founding partner, Beta said: "We believe businesses that do not embrace the social agenda will not survive. Good (Beta) will help clients with that journey."

All profits from Good (Beta) will be redeployed to offer the agency's full range of services to small non-profit organisations, who could upscale significantly with this added support. 



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