The challenge that many organizations face in communications is to build content that touches the lives of their audiences. But there is an even bigger challenge; towards the construction of content of joint value, collectively and making impact visible.

Your campaign pursues a specific purpose. So, you need to understand whether your actions make the intended impact. In order to do this right, you need the right kind of metrics.

What are the values ​​that as organizations and communicators we are promoting to build trust with our beneficiaries and our stakeholders? Building relationships of trust requires a high dose of humility, of seeing people and not just what they represent. Trust is earned by hand, not only by sharing timely and truthful information, but also by establishing permanent communication channels beyond the day-to-day news.

Nearly 100 years ago, on Easter Sunday, a group of women with cigarettes in their mouths walked down the most prestigious street in New York - Fifth Avenue, doing what women were not supposed to do – smoking in public, which back in the day was "not appropriate”.