INSTINCT- Socially Intelligent Marketing

INSTINCT- Socially Intelligent Marketing

Organization type: 
for profit
$100,000 - $250,000
Project Summary
Elevator Pitch

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

INSTINCT innovates with the development of advertising platforms that provide not only the visibility sought by the advertisers but also a free public service or infrastructure for the communities in which they advertise.
INSTINCT pioneers with the concept of Socially Intelligent Marketing and motivates corporations and large advertisers to spend their marketing budget in a way that help society.

About You
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Section 1: About You
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Section 2: About Your Organization
Is your initiative connected to an established organization?


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Organization Country

, GA

How long has this organization been operating?

1‐5 years

Your idea
Country your work focuses on

, GA

What makes your innovation unique?

INSTINCT is the first company to propose to fully finance public services and infrastructure with advertising budgets. To date, we have fully developed one product (in a pilot project at this stage) and two more are under development. Our first product is a tricycle which is rented as a mobile billboard and provides free school transport for children in rural areas. Every day, we transport 40 children to school which did not have access previously because of the 16 km they had to walk daily. Our goal is to scale up to 1500 tricycles in 5 years in Ghana (bringing up to 7000 children to school) and to expand internationally with partners in other countries. Next, we will be introducing a system of private solar street lights. We are also working on the development of a unique free magazine targeting lower income women which will be suited to literate and illiterate audiences alike.
The value proposal to advertisers includes several criteria which build up to our unique concept of Socially Intelligent Marketing: efficient advertising platforms, basic and priority social impact by using the MDG as a guideline to our R&D, measurable social impact, our product development and operations in line with the principles of the UN global company principle, and a strong stakeholders involvement.
We work with corporations, with NGO, with governmental institutions and with the communities for the implementation of our platforms.
This holistic approach allows us to be a partner rather than a supplier.

Do you have a patent for this idea?

Tell us about the social impact of your innovation. Please include both numbers and stories as evidence of this impact

We use the Social Return on Investment methodology developed at Harvard University to assess the social impact of our advertising platforms.
In the case of our first product it was assessed to impact on education, income generation and the environment. Each tricycle provides school transport to 4 children everyday. It also provides a full time job to a tricycle riders. The riders are unemployed youth from the community the children come from. Those youth are usually prone to farming for subsistence or exodus to larger cities where other social problems await them. After this school transport duties, they can sell the advertiser's products to increase their revenues with commissions earned on the sales. The tricycles are assembled and maintained by a local entrepreneur who has been trained by our technical director and whose workshop has been upgraded and tooled by us.
The introduction of non-motorise transport promotes their use in those regions rather than polluting motorized vehicles. It has been proven that when children are exposed to non-motorised transport they are more likely later in life to use and promote them.
Our coming up street light product will increase the well being of the community by providing a safer and less violent environment in which to live. Street lighting has been proven to reduce crime and improve road safety. The solar power reduces the strain of public lighting on the national energy generation.
The magazine will provide empowering and emancipating content to women which are generally isolated from it. It will enable these women to get reliable information on their own health care and that of their loved ones. The United Nations have assessed that mother and child mortality could be reduced if women were better informed of basic care procedures. Besides, while the magazine is built to be understood by fully illiterate readers, it is also built to encourage reading and reading improvement.

Problem: Describe the primary problem(s) that your innovation is addressing

As much as $9.6 billion was spent on marketing on the African continent in 2007, with around $134 billion invested in marketing campaigns in the developing world in the same year.
Over the same period, net aid transfers in the developing world were approximately $80 billion.
Think of what can be achieved if just a small percentage of those funds were spent on not only promotional activities but also achieving a social good?
INSTINCT believes that intelligent spending on intelligent support will help to meet basic social needs for disadvantaged communities.
This is where we come in!

Actions: Describe the steps that you are taking to make your innovation a success. Include a description of the business model. What might prevent that success?

INSTINCT sells advertising space to corporation. It is with the revenues of the advertising space that we can provide the public service or infrastructure. INSTINCT products are developed to tackle two objective at once: visibility for the advertiser and social impact for the community.
Changing the attitudes of marketing managers and advertising agencies takes time, especially in an environment where skepticism about innovations prevails. The time that it takes to create long time change cost operational money in an environment where fund raising has become a challenge. As advertisers gradually jump on board, fund raising is our main challenge for the success of this venture.
Our growth is expected to come from the introduction of new products as well as the increase in our number of clients.

Results: Describe the expected results of these actions over the next three years. Please address each year separately, if possible

Within 3 years we expect to have successfully introduced our 3 products to the market:
1- We expect to have 800 tricycles in Ghana, that is to bring 3200 children to school daily and having created jobs for 800 drivers and a maintenance agreement with 30 entrepreneurs. We expect to have introduced it to at least one other country outside of Ghana.
2- We expect to have introduced a part of 2500 streetlights to Ghana
3- We expect to have introduced our magazine nationwide in Ghana

How many people will your project serve annually?


What is the average monthly household income in your target community, in US Dollars?

Less than $50

Does your innovation seek to have an impact on public policy?


If your innovation seeks to impact public policy, how?

Our innovation seeks to motivate government to engage with social enterprises in order to build win-win public private partnerships in which the communities are the greater winner.

What stage is your Social Enterprise in?

Operating for 1‐5 years

Does your organization have a board of directors or an advisory board?


Does your organization have a non monetary partnerships with NGOs?


Does your organization have a non monetary partnerships with businesses?


Does your organization have a non monetary partnerships with government?


Please tell us more about how partnerships could be critical to the success of your Social Enterprise

Partnerships are highly critical to the success of our business. The knowledge, resources and empowerment we get from our partners is key to the success of our projects. We are looking for business who want to know more on how to implement socially intelligent marketing practices to their marketing strategies. We are looking for NGOs who want to know more on how we can work with them to leverage our resources to generate more social impact. We are looking for governments who want to know more on how we can help finance infrastructure for their citizen.

We would like to learn more about how your initiative is financially supported. Please explain your business plan/revenue model

We are financing our company with 3 major forms of finance:
- Capital invested by the founders
- Subsidies
- Advertising revenues

The Story
What was the defining moment that led you to this innovation?

After having set a Social Venture investment fund for Africa, I realised that I would much rather be on the entrepreneur's side. I needed to find an idea which allied my experience in media and advertising in Africa as well as my drive to generate a social impact. Working with large marketing budgets in Africa, it was clear to me that more could be achieved with this money toward helping communities in such a needful environment. I took time to consider the angle with which to approach this challenge and came up with the idea for the first platform.

Tell us about the person—the social innovator—behind this idea.

Magali began her career as a media consultant providing investment and economic reports on developing countries to international media. In 2004, she became the Managing Director of a media company, World Television Report (WTR), which produced and packaged valuable business information in a television programme, Africa Report, broadcast on CNBC Europe. After successfully restructuring the company, Magali returned to Amsterdam in 2006 to tackle her next project, a social venture capital fund for investments in SMEs in Africa.
Magali has extensive international work experience in over 30 countries. Through the experience of working and living in Africa, Magali has developed a critical knowledge and understanding of the opportunities of the continent.
Magali believes passionately that, for true success, economic development has to be balanced with the achievement of social good. She continues to apply her entrepreneurial attitude and aptitude to this end.
She obtained her MBA from the University of Amsterdam.

How did you first hear about Changemakers?

Email from Changemakers

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