STORYTELLING- SAMSUNG’S CORPORATE SOCİAL RESPONSİBİLİTY:

BRİNGİNG LİGHT TO ETHİOPİA IMPROVES LİFE FOR YOUTH.

Communicating that a specific company has a beneficial impact on the society and that it
respects the environment are crucial aspects of customer relations management. Any
cause or CSR activity comes to life via stories. Companies can connect with people on an
emotional level by adopting a storytelling technique. This not only promotes awareness, but
it also encourages people to take action. Therefore, the audience will want to know how
they can help and what steps they can take after hearing such an emotionally stories.

Storytelling is an important component of every CSR effort that tries to persuade people to
change their minds. By Controlling Company’s narrative, today's corporate communicators
are launching campaigns with significant social influence. This was the main strategy that
Samsung used for their CSR campaign called Bringing Light to Ethiopia.

Samsung recognized the need to assist the people of Ethiopia and chose to help them by
providing solar lamps to aid in their production and alleviate the difficulties that they faced
as a result of the darkness in their lives. Samsung and the Korea International Volunteer
Organization have formed a cooperation to offer solar-powered lights to locations where
energy is scarce. The program incorporates long lasting and efficient light emitting diode
(LED) light-bulbs that may last up to 10 years. A kiosk with rooftop solar panels was
installed alongside the LED lamps so that the residents could charge their lanterns.

The video starts with an Ethiopian girl call Aster explaining that people in Ethiopia do not
have any source of electricity and everything is done manually. The people in Ethiopia earn
their income by making hand craft objects. When there is no light, the villagers have to stop
their work because of the darkness.

Later, Aster described that thanks to Samsung solar lamps, the life conditions of the people
of Ethiopia are enhancing. In the past, without lights at night, they are unable to do their
work; it took one month for them to finish a craft product. But now with the lamps they can
work at night and be more productive and they can produce in only one week. Since
productivity and earnings increased, Aster saved enough money to buy her family a house.
These lamps have helped children, like Aster to support her family. Thanks to the lamps,
she is self-sufficient and able to make more baskets, save money, and provide for her
family.