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Winston Churchill once wisely said, “Responsibility is the price of greatness”, and strangely, the team at Zigma8, a leading Iranian advertising agency, only mostly agree. They tell us that it’s not that they’re looking for greatness per se, but instead, they’ve seen greater results when we all act with social impact in mind. Sure, it’s fashionable for companies to involve themselves in social change, but in a world dominated by profits and returns on investment, can a company genuinely make a difference beyond its balance sheet? This question forms the crux of our exploration into the world of corporate social responsibility (CSR). It sets the stage for understanding how one advertising agency in Iran, Zigma8, is not only contributing to social impact but redefining the very essence of responsibility. How, you ask? Let’s count the 8 ways by which Zigma8 is creating social impact in Iran and beyond.

1. A League of Its Own
In Iran, several companies engage in CSR activities, but Zigma8 stands alone in the variety and volume of projects it undertakes. Dr. Mir Damoon Mir, the Chief Creative Officer of Zigma8, proudly states, "Our commitment to change is not just an obligation; it's an integral part of our DNA." His approach is a “nobody left behind” one, with an ambition to bring social impact to three audiences: those in need, those who make up his team at Zigma8, and those who follow on social media.

2. More Than Just Words: Crafting Content for Well-being
Zigma8 believes that social media is a powerful tool for creating positive change. The agency regularly posts content that engages followers with health and well-being matters. From posts encouraging followers to donate blood to sharing tips on improving sleep and being an active listener, the agency leverages its digital presence to promote well-being among its audience.

Zigma8 LinkedIn page: https://www.linkedin.com/company/zigma8-360/

3. Empowering the Displaced: Supporting Refugees with Relief International
Acknowledging the necessity of aiding those in need, Zigma8 collaborated with Relief International during the Refugee Exhibition at Tehran’s Milad Tower. Zigma8 provided not only the production but also the strategic communication essential for engaging and involving visitors. This approach attracted and informed passers-by while broadening and engaging the audience. The outcome was a satisfied client with an amplified impact, underscoring Zigma8’s dedication to social responsibility and its capacity to effect positive change under stringent deadlines.

Watch the video here: https://youtu.be/GVUsZScH-iM?si=GxV9tIVyCXKVCAC4

4. A Rally for Empowerment: The Zigma8 Tennis Tournament
Beyond the professional arena, Zigma8 actively engages its staff in sports activities, such as the Zigma8 Tennis Tournament. Abbas Golshani, the coach for the tournament, helped run the training and tournament campaign despite initial concerns about equipment expenses and the challenges posed by the COVID-19 pandemic. The objective was to stay healthy during a global health scare, and tennis was a way to exercise without needing to be close to one another. The commitment and leadership of Golshani and Mir Damoon Mir inspired many staff members to continue playing tennis even after the tournament ended, showcasing the positive impact of the initiative on team health and morale.

Watch the video here: https://youtu.be/GYEduUlbgV8?si=dq-yokXQzN7_AYY2

5. The Art of Giving Back: Supporting Arts and Culture
Zigma8’s dedication to cultural enrichment is showcased through its marketing and advertising support for the Jangnameh Gholaman theatre production in Tehran, Iran. The agency took on the challenge of promoting Bahram Beyzaei’s contentious play, 'The Squires’ Account of War; a Farce,' using innovative social media strategies that generated a buzz and led to a sell-out within a week of tickets going on sale. Zigma8 breathed new light on an old format and old form of advertising to help elevate theatre in the eyes of a modern audience.

Watch the video here: https://youtu.be/RG_TORoGEl0?si=DRw0RjSEefwPFkxq

6. Empowering Women: The MyLady Ultra Launch Event
Zigma8 partnered with MyLady, a pioneering provider of sanitary towels in Iran, to challenge taboos surrounding women's periods and empower women in Iran. The launch event for MyLady Ultra was designed to be innovative and inspiring, with engagement from 15 female social media influencers reaching over 4.7 million followers. The event's success was marked by overwhelmingly positive feedback and a meaningful conversation about women's periods.

Watch the video here: https://youtu.be/tjs7hZD_zys?si=4uBL0HJRS_sLObMw

7. Champions of Change: Fostering Athletic Excellence
Zigma8's commitment to Corporate Social Responsibility (CSR) extends to sports, where the agency supports its employees in their athletic pursuits, reinforcing the message that personal development and well-being are valued. Two exemplars of this commitment are Mehdi Javan and Mehdi Kazemi from the security team, both top-level athletes. Their achievements in the World Masters Athletics Championships in Finland and the Iranian National Workers’ Athletics Championship were made possible by their dedication and hard work and by the support provided by Zigma8. This included financial assistance, provision of sports clothing, and promotional support that helped raise their profiles. By investing in its employees in this way, Zigma8 is fostering athletic excellence and creating a ripple effect of positive social impact that encourages others to strive for their best.

Watch the video here: https://www.linkedin.com/posts/zigma8-360_zigma8-wma-2023-activity-7051100924529799168-KnT2?utm_source=share&utm_medium=member_desktop

8. Rolling Towards a Brighter Future: Zigma8 Sk8
Dr. Mir Damoon Mir, the CCO of Zigma8, firmly believes in the holistic development of his staff, encompassing both physical and mental well-being. His philosophy centers around the idea that overcoming fear, such as the fear of falling, is essential for personal growth. This ethos is encapsulated in Zigma8’s latest CSR initiative, the Zigma8 Sk8 project. Designed to promote physical fitness, the activity also serves as a metaphor for resilience and perseverance in the face of challenges. Although the staff initially greeted the project with scepticism, Dr. Mir Damoon Mir's unwavering commitment and belief in its benefits have inspired a change of heart, with the team embracing the activity with enthusiasm and determination.

Paying the Price of Greatness: A Journey of Responsibility
Is it possible for a company to make a significant impact beyond its financial statements? The journey of Zigma8 demonstrates that the answer is a resounding yes. Through a diverse array of CSR initiatives, Zigma8 not only contributes to social impact but also redefines what it means to be a responsible entity in today’s world. As Winston Churchill wisely said, "Responsibility is the price of greatness," a maxim that Zigma8 embraces wholeheartedly in its mission to create positive change.

We invite you to reflect on how your organization contributes to positive social change and encourage you to share your thoughts and ideas with us on social media.