Counter Culture

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Counter Culture

Edinburgh, United Kingdom
Organization type: 
for profit
Project Stage:
$250,000 - $500,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

About Project

Solution: What is the proposed solution? Please be specific!

Often the root cause of a negative perception or behavior that can be damaging to the environment or society is a result of a lack of awareness and a lack of an emotional connection with the issue. Organizationscan often focus on providing technical information to help people understand an issue assuming that they will respond rationally to change their behavior in a positive way. But it has been demonstrated that we make value-led decisions based on how we feel about something, not just about what we know about it. We help our clients create a communications strategy that makes an emotional connection with people, with a clear message and solution for what they can do to make a positive change.
Contact Details
Counter Culture
About Your Organization
Organization Name

Counter Culture

Organization Country

, Edinburgh

Country where this project is creating social impact
About You
First Name


Last Name


Job Title

Co-Founder & Director

List additional team members who would be involved in this project:

Callum Grieve – Co-Founder and Director

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About Your Organization
What are your primary products/services? Please describe all.

We support clients in the following ways:
- stakeholder mapping
- audience research
- storytelling workshops
- developingnarrative and key messages
- branding
- campaigns
- communications strategy
- research
- creating speaking platforms
- creating reports
- website development
- photography and film
- social media
- events
- development
- measuring impact

Who is your primary audience, customer or beneficiary?

Our clients range from international corporations, small businesses, social enterprises, NGOs and government.

Our ultimate audience, in the context of where we have an impact, is our client’s audience – we work with them to target businesses, policy makers and civil society to make a positive difference to people and the planet.

How do your products/services benefit this population?

We work with our clients to help them connect in a meaningful way with their target audience to achieve a positive change in attitude and/or behavior. We have deep experience and understanding of sustainability issues and effective communication. This enables us to develop a communications solution that is authentic, meaningful and impactful.

How many staff do you have (full and part-time)?

2 full time staff; 4 associates working on a freelance basis

Impact and Sustainability
Organization Mission: What problem is your organization committed to solving? In particular, describe what is innovative about your approach.

We are focused on changing the sustainability narrative tocreate a low carbon world.
The current sustainability narrative is inaccessible to many people. This is a result of using overly complicated and scientific explanations. We want to simplify the narrative. And rather than concentrating on ‘what’ sustainability is, we want to connect with people on an emotional level by showing them ‘why’ sustainability is important in their lives.
We have blended our skills and experience in science and policy with communications and marketing. This blend provides clients with innovative communications approaches that get to the heart of the challenge.

Impact: What has been the impact of your solution to date?

To date, we have delivered 22 projects working with 18 clients. Our revenue from these projects is approximately £200K.

We do not have a formal financial management system. Although we do track our sales pipeline and create budgets for our projects.

We would welcome some support to develop a simple financial management and planning system that would enable us to track how we are doing, how we can cost our projects more effectively and how we should be planning and budgeting for growth.

We have recently won a long-term project that will provide a little bit more financial security, but we recognize we need to make some good decisions about growing our team to ensure we can make the most of it.

Impact: What is your projected impact after receiving consulting support from American Express?

Some professional support from American Express to help us get better at financial management and planning would help us to grow our team in a sustainable way.

Sustainability: Do you currently have the financial and human resources to implement new strategies or recommendations offered through this partnership, or would implementation be dependent on receiving additional funding? Please describe.

We are building our client base and constantly involved in business development activities to secure new work with existing clients and attract new clients.Approximately 125 words (750 characters)

Project Selection
Select your first choice project

Financial Planning

Select your second choice project (Optional)

Are you or an assigned project manager from your team able to commit 3-5 hours per week over the 10-week consulting period?


Financial Planning
Why did you select this specific project type?

This is not our core skill set and is the area we would benefit most from some support.

What financial modeling/management challenges are you facing?

We would like to get better at understanding where are main costs are, how we can budget our projects more effectively and what we should be thinking about as we plan to grow.

Are you interested in assistance for your organization overall or for a specific product/service? Please explain.

We would like assistance with financial planning for the organization overall.

What are you trying to accomplish by improving this area of your operations?

We would like to understand our financial performance in more detail so we can make better decisions about new project work and growing our team.

If you were to receive support, what is your expected outcome at the end of the consulting period?

We would like to have a better understanding about our financial performance and some simple tools that will enable us to analyze our financial performance on an ongoing basis. We would also like to have a budget for the business and a tool that would help us to forecast our potential income.

How will support in this area allow you to deepen your impact?

Better financial planning and management will enable us to grow our team and therefore, increase the number of organizations that we can support and grow the reach of people that we can influence.