Developing a social impact strategy, ‘Raising Voices’, and creating the key impact programmes to deliver on its outcomes
The Challenge
Audible UK challenged Think Beyond to create a robust social impact strategy that would not only align with their global business objectives and values, but also amplify their capacity to make a meaningful difference in the community.
The Solution
Driven by Think Beyond, Audible crafted the ‘Raising Voices’ strategy using a Theory of Change process. This strategy harnessed Audible’s storytelling prowess, creative expertise and unique platform to unlock potential, upskill individuals, and unleash new opportunities for underrepresented communities. It sets out to help marginalised young people open doors and create opportunities, with a particular focus on the creative industries, and the approach was structured around three main pillars:
UNLOCK – Grantee Programme:
Funding and supporting organisations that work to build skills, broaden aspirations, and increase opportunities for marginalised youth and creators. Key elements included:
Formalising application and decision-making processes within the existing flagship grantee programme.
Developing robust evaluation processes and annual social impact reporting.
Launching the Future Stories Fund.
UPSKILL – Audible-Led Learning Programme – The Storytellers Academy:
This initiative plans to leverage Audible’s expertise to build skill sets that support social and economic mobility among young people and creators. Steps taken include:
Establishing working groups within Audible to integrate various departmental insights.
Holding workshops to brainstorm potential models for the Academy.
Designing and planning the Audible Academy, set for development in 2024.
UNLEASH – Audible-Led Content Programme – 100 Voices:
This programme aims to utilise Audible’s platform to provide a voice for underprivileged young people and creators, improving awareness of their stories and lived experiences, and advancing equality and community cohesion. Our work has focused on:
Holding workshops to engage relevant departments and brainstorm ideas.
Creating a creative treatment for a 10-part podcast series called 100 Voices.
Awaiting approval to proceed with the development and project management of the initiative.
The Impact
The implementation of the ‘Raising Voices’ strategy has already shown substantial benefits:
Alignment of social impact activities with Audible’s overarching mission and values.
Significant volunteer engagement from UK employees, with 52% participating in social impact activities in 2022.
Direct support to 6,073 young people through grants.
Provided 288 recording hours and numerous workshops.
The introduction of formal structures has strengthened Audible’s social impact framework, enhancing its ability to measure and demonstrate the effects of its initiatives.
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