SUNNY SIDE UP GROUP Inc. (Head Office: Shibuya-ku, Tokyo; Representative: Etsuko Tsugihara) will establish a “Social Good Promotion Office” on Thursday, July 1, 2021, to promote the resolution of social issues through public relations (hereinafter referred to as PR) know-how and knowledge. Based on the concept of “Something Good – One Thing We Can Do -,” the office will launch activities with a social issue resolution platform that consistently handles human resource development, project formation, investment, and commercialization support.

■Over 30 years of tackling social issues through PR
As a PR communication group, we have been involved in numerous participatory projects aimed at solving social issues since before the adoption of the SDGs (Sustainable Development Goals), such as the global advocacy campaign to eradicate poverty, “White Band Project,” the “Carbon Offset New Year’s Card” that contributed to reducing global warming gases, the football match “TAKE ACTION FOUNDATION FOOTBALL MATCH” that realized regional revitalization and social contribution through soccer, and the live event “RockCorps” that connected volunteers and music.

In recent years, we have actively supported the PR activities of companies and organizations that are working to solve issues such as the environment, education, and gender, as set forth in the SDGs. For over 30 years, we have been tackling social issues from the perspective of PR and communication, and have grown into a corporate entity that embodies “social good” (= something that has a positive impact on the global environment and society).

■Creating projects that collect “one thing we can do” from companies and organizations and promote social change
With only 10 years left until 2030, the deadline for achieving the SDGs, many companies and organizations are seriously working to solve social issues using their own methods. SUNNY SIDE UP GROUP Inc., which has PR and communication know-how that is excellent at fostering social momentum, believes that it is key to accelerating social change by bringing together “one thing we can do” with companies and organizations that have businesses and assets that have a positive impact on the global and social environment. With this in mind, we have established the “Social Good Promotion Office” to transcend the framework of companies and organizations and aim to “co-create and realize solutions to social issues” by making full use of PR know-how and knowledge.

■Functions as a “social good hub” for each of our group companies
The Promotion Office will function as a “hub” connecting information, know-how, and human resources related to social good that are accumulated in each of our group companies. We will form a team of professional members from inside and outside the company, and create a co-creative platform in which various companies and organizations can participate by combining media relations and promotions with a variety of communication methods such as public affairs (approaches to the public sector, etc.) and advocacy (enlightenment activities and policy recommendations). Through collaboration with companies and organizations working on social issues, we will create “social projects” (= projects that have a positive impact on the global environment and society) and promote social change.

■Image of activities of the “Social Good Promotion Office”
Based on the concept of “Something Good – One Thing We Can Do -,” the Social Good Promotion Office will launch activities with a social issue resolution platform that consistently handles human resource development, project formation, investment, and commercialization support. In the future, we also plan to develop more multifaceted businesses based on PR and communication.

・Learning: Human Resource Development
Cultivate social problem-solving human resources through the implementation of conference programs such as “EGG,” a place where companies, experts, and individuals involved in “social good” can meet and learn.

・Projects: Project Formation
Create (plan, implement, and PR) participatory joint projects with various companies and organizations

・Investment: Investment-Type Business Development
If a new business that is expected to bring about social change is born, a CVC (Corporate Venture Capital) that plays an investment function within the Social Good Promotion Office will invest.

Actions that promote social change cannot be achieved by the activities of one company alone. And all of the businesses, services, and schemes that are considered “normal” in modern society were born from small ideas in the beginning. Now that the times are dynamically changing, we will interact with various stakeholders such as companies, organizations, investors, entrepreneurs, and students who sympathize with the idea of “Something Good – One Thing We Can Do -” and co-create “the next era of normalcy that will change society.”

■Examples of project formation using the social issue resolution platform