I remember - pre global credit crunch - when Corporate Social Responsibility was the big thing in business. I say pre recession as many businesses didn't realise the long term positive impact of a sustained, well thought through CSR programme seeing this work as merely a theme for a press release to communicate to their shareholders and target audiences.
This approach frequently meant CSR became a charity backed or a day of volunteering for the staff and lacked any creativity or thought in how CSR could have a positive impact on a brand.
This week's award winner has secured the prize by a simple application of one of their products to a challenge society faces in one of their markets.
In Argentina a large number of people are killed over-taking long articulated lorries. Samsung, the South Korean tech giant, recognised this problem and have tried to do something about it by introducing a wireless camera mounted on the front of a lorry which then displays the road ahead on a screen mounted on to the back of the truck.
The front-mounted camera broadcasts to monitors to give drivers behind the truck a good view ahead. As well as making passing safer, Samsung says that this would let drivers see any obstacles in the road ahead, preventing the need for sudden emergency braking.
In a classic line to take any PR team would be proud of Samsung has said it is working with government and non-government safety agencies to develop the tech further. We know this means it is little more than a concept for now but that hasn't stopped me and many others feeling positive about the Samsung brand.
For this simple idea Samsung has secured global coverage which is why they are my Communicators of the Week.
Comunicators of the Week is written by Edward Staite
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