Play & Education
How to merge activities from your charity foundation with your new business department?
LEGO approached Social Action to understand how to merge its activities from its charity foundation with its new business department.
The charity foundation was a grounded, long-established institution with precious cultural and historic connections to the mother company but without strategic links or formal vision base between the two. The foundation together with the new business department realised that a potential cross-fertilisation between the two had been unexplored. But they didn’t know have to approach the challenge.
Social Action was involved to get an overview of the challenges and opportunities. Social Action was furthermore asked to use the uncovered challenges and opportunities to conceptualise new products and services that would reinforce a long-term, strategic fusion between the companies’ charity and business initiatives.
Social Action created a tailored research platform that among other things included interviews with experts from humanitarian organisation (such as the UN, global educational organisations, academics and CSR and BOP experts), user research and case studies to understand the opportunities and pitfalls.
The research is now being transformed into concrete innovation activities to spearhead new break-through concepts and designs for products and services in entirely new markets. The development is ongoing.