visión Tag

One of the main challenges that organizations have when considering how to deal with their communication efforts is to casually define what they are going to say. Although it seems obvious, many organizations are not clear what to tell of themselves. It is as if the remedy (to be genuine), is also the disease (how am I genuine?).

It happens that organizations, whether private, public or of the third sector, are accustomed to define themselves by what they do (their commercial or helpful activity) and not by what they are (that is, their essence). Then when the time comes for them to ask themselves, “What do we tell our publics?” They often forget the previous question: “Well, what is our purpose?” And a company cannot know what is its aim in this world.

Overcome this stumbling block, the next step is to define what we mean by good cause. Behind are the traditional definitions of Vision and Mission of the companies, which summarized their prospect of future growth and their role in their industry, respectively. The good cause (or purpose) is a concept with a more complementary and holistic view of the subject, by which it can be understood to the reason of being of the organizations and the consequences that are leaving in their environment.

Fortunately, there are more and more cases of companies that have identified the communication of their “good cause” as the center of their strategy. But we are not talking only about your communication strategy, but about your business strategy. When communication becomes the center of a brand, you can only expect a brand with life.

Just to mention some examples, when we hear about Red Bull, besides logically thinking about the energy drink, we also think about adventure, sport, challenges and other values that define it. What can this only be done with big budgets? So then let’s take the example of the ALS Association, which spearheaded the global Ice Bucket Challenge campaign and made the entire world aware of amyotrophic lateral sclerosis (ALS), through a basic challenge that became one of the most successful viral campaigns in the world. the last times.

Many organizations have been talking about storytelling as the axis of their communications. I would say that to “communicate well the good”, we must overcome the barrier and move from storytelling to storydoing. Because the companies that communicate through their essence, are the ones that are leading the way.

By Justiniano Vila – Intelligence Manager of La Machi.

Pope Francis received the agreement that establishes “The Pope Video” as a didactic material to educate children and youth. They were with the Pope, Fr Frédéric Fornos, sj, International Director of the Pope’s Worldwide Prayer Network (Apostleship of Prayer); José María del Corral and Enrique Palmeyro, directors of the Pontifical Scholas Occurrentes Foundation and Juan Della Torre, CEO of the La Machi Agency – Communication for Good Causes, the three institutions that sign the agreement.

The Pope Video became official as teaching material and will be used in educational centers to strengthen spaces of motivation, creativity and understanding of the challenges of humanity that Pope Francis presents each month. The objective will be to capitalize the project and focus it towards a dynamic applicable to the path of Francis’ intentions.

The initiative created for the Pope’s Worldwide Prayer Network (Apostleship of Prayer), spreads a new vision and values towards a world “more respectful, with appreciation and that can only be generated in a childhood and youth involved in the faith and in hope, “according to one of the materials created for the workshops.

The signatories of the agreement expressed that “the educational facts are not only given in the school, but in different cultural areas, with their different modalities. The educational fact of construction also occurs in non-physical spaces that we can create at any time, place, in any language and counting on what surrounds us “.

The agreement seeks to promote the development of new convictions, attitudes and ways of life. In pursuit of a better world and that can generate in children and young people to think what kind of concrete actions can be undertaken to improve human relations. The material will be used in workshop mode, which will allow “The Pope Video” to function as a starting point for different activities, be they artistic, playful or recreational.

“The Pope Video” has been launched in January of this year as the new platform through which Pope Francis invites men and women from all over the world to join in their intentions for the challenges of humanity.

About The Video of the Pope

The Pope Video is a global initiative developed by the World Network of Prayer of the Pope (Apostleship of Prayer) to spread the monthly intentions of the Holy Father on the challenges of humanity. It has the support of the Centro Televisivo Vaticano (CTV), sole owner of the image rights of the Pope. Month after month he accompanies Pope Francis in his prayer requests.

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