Allan Gray Orbis Foundation
The Allan Gray Orbis Foundation believes that entrepreneurially-minded individuals with ethical values and strong leadership skills hold the promise of change and stands behind entrepreneurs improving the socio-economic landscape of Southern Africa. The Foundation’s mission is to foster such impact by providing youth demonstrating the highest potential access to education and cultivating within them an entrepreneurial mindset.
Positive Dialogue has been working with the Allan Gray Orbis Foundation for over 9 years. As part of our communications strategy for the Foundation, our goal is to raise awareness for their two-signature entrepreneurial development programmes and position the Foundation as entrepreneurial and education development experts. Positive Dialogue also had the opportunity to highlight how the Foundation supports programme participants and their contribution to the global pandemic.
•Educate audiences through the correct media channels about the purpose and mission of the Allan Gray Orbis Foundation.
•Create a sustainable communication plan by engaging media through consistent and relevant content that can be used to reach the desired target audience and encourage enquiries and applications to the Fellowship and Scholarship programmes.
2020 PR Approach
The primary focus of the PR strategy for the Scholarship and Fellowship Programmes was to drive awareness and desire amongst the relevant target audiences to encourage the right caliber of individuals to apply for the respective programmes. PD achieved this by implementing a robust and well-planned media relations campaign that focused on securing Tier1 broadcast interview opportunities and generating quality print and online editorial coverage. Given that the programmes targets learners between grade 6, grade 12 and 1st year, we leveraged the fact that they prefer to absorb content that live on digital platforms. We therefore focused our media relations on online & broadcast content and interview opportunities.
Leveraging the Covid-19 pandemic in 2020
The World Health Organization declared the Coronavirus Disease in 2019’ (COVID-19) a global pandemic.
As a result, Bio-entrepreneurs and Allan Gray Fellows Daniel Ndima and Dineo Lioma, founders of CapeBio, identified a solution in the midst of this chaos.
CapeBio is a South African based biotech company that produces DNA-based life sciences products for the healthcare research and innovation industries. During the COVID-19 pandemic, the company pivoted their business to be of service to society through the provision of innovative locally produced COVID-19 test kits.
PD leveraged this opportunity by tapping into the national Covid-19 news-agenda and putting the duo forward for editorial and interview opportunities to elaborate on their invention. As a result, as a highlight we managed to secure coverage opportunities with global news platforms such as BBC and Reuters.