A new pro bono collective helps NGOs amplify their stories and impact through strategic media and public outreach, tackling visibility challenges.
KUALA LUMPUR: Amid growing challenges for civil society groups to secure visibility and public support, communications firm iOli Communications has launched a pro bono collective to help NGOs strengthen their media and public outreach.
Project Good formalises two years of informal collaboration among communications, media and creative specialists committed to impact-driven work.
The collective was founded by iOli Communications CEO Yan Lim and brings together public relations and media professionals, writers, creatives and partners who contribute their expertise on a voluntary basis to organisations with limited resources or access.
Project Good is structured as a shared ecosystem rather than a fixed programme, with contributors participating based on availability and expertise.
Projects are curated to match skill sets with the needs of organisations.
To guide its selection process, the initiative applies the Project Good Impact Barometer, a framework that assesses applications based on purpose, community relevance, readiness for amplification and potential for measurable impact.
The evaluation combines qualitative assessments with guiding criteria, allowing applications to be reviewed holistically rather than through rigid metrics.
“Project Good was created to support organisations that are doing meaningful work, that do not always have the resources, access or clarity to tell their stories or know where to turn for help,” said Lim at the launch.
She said during more than two decades in the communications industry, she observed that many professionals were willing to contribute their expertise to help such organisations gain visibility and credibility, which led to the formation of the collective.
Selected organisations receive pro bono support covering media relations, publicity, social campaign strategy and partnership outreach.
Since its inception, Project Good has supported initiatives that include autism awareness campaigns, flood relief efforts in Kelantan and festive aid programmes for underprivileged families.
Among its current collaborations is OrphanCare, a non-profit organisation focused on child protection and family strengthening.
The partnership includes strategic planning, media engagement and narrative development to elevate public discourse on child welfare, adoption and family preservation.
The collaboration has boosted the organisation’s ability to articulate its mission and broaden public engagement, said OrphanCare advocacy, communications and fundraising manager Riza Alwi.
“Working with Project Good has helped us articulate our mission more clearly and bring greater visibility to the issues affecting vulnerable children and families.”
Project Good is seeking additional contributors, including industry professionals, influencers, brands and corporate partners, to expand its network and projects.
Those interested can find out more at www.myprojectgood.com.
