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Ad Talent // Newsletter October/November 2007 |
| Cotlands Annual Report combines Facts with Fun |
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Combining the touching story of orphaned or abused children, some of whom are living with HIV/AIDS, with hard financial realities was the design challenge that HKLM Exchange faced in the preparation of the Cotlands annual report for 2007. After three years of producing the document for Cotlands as part of its corporate social investment programme, HKLM took a totally new approach for the 2007 edition. They told it through the eyes of a child, and got the children of Cotlands themselves intimately involved in the design process by painting the front covers. "By involving the children, we've been able to combine their talents with that of a very special illustrator and scriptwriter to tangibly tell the story of Cotlands and bring it to life in a very meaningful and touching way," said Karin Boshoff, MD of HKLM Exchange, the specialised investor relations division of brand company, HKLM. The novel approach of the tumbled format for the annual report allows the reader to get involved in two separate, but equally important stories. The one side tells the children's story, and the other side deals with the "numbers and stuff" where the focus is on the facts, figures and real stakeholder communication. The business of annual reports is not child's play. It remains a serious document with a serious intent. "There is no better showcase of Cotlands' transparent and responsible approach to allocating the finances entrusted to us," said Cotlands' spokesperson and fundraising secretary, Jolene Lynch. "This quality format has equipped us with a valuable marketing tool that we can use for the next financial year." Cotlands' approach to reporting has earned respect as well as accolades. Last year, the Association of Chartered Certified Accountants awarded Cotlands a commendation for innovation in NGO reporting for its 2006 AGM Report. In making the award, the judges commended Cotlands' sense of accountability in terms of sustainability issues, for example its reporting on consumption of water and electricity as well as its good risk management. Since HKLM was first approached by Cotlands in 2003 to update and reposition its brand, the project has developed into a long-standing and very special relationship, said Boshoff. "It's our small way of giving something back and assisting Cotlands in their quest to make a real difference on a daily basis." "Cotlands is an amazing story, and we feel that every person can do something - however small, to help organisations such as this. Through the design of this year's annual report, we aim to inform people that the real story is about the little children who didn't choose to be where they are, and that by telling their story, we can show that all children have big dreams." Lynch expressed her sincere gratitude to HKLM for generously providing support, sponsorship and partnership over the years, and said that the brand team's latest production would be an extremely useful communication tool in their fundraising efforts. |
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