Accenture : Putting responsibility on the map

A neat interactive feature demonstrates the depth and breadth of a global education initiative.

click to view

The feature

Accenture, the world’s largest management consultancy by revenue, has been running a corporate social responsibility initiative, ‘Skills to Succeed’ since 2010. The programme, detailed in its own multi-page section on the corporate website, provides skills and training to disadvantaged communities and individuals around the world. Since 2011 Accenture says it has contributed US$150m in direct funding and pro bono work; the training is delivered by partner charities such as Plan International and Save the Children.  

On the website, Accenture uses a ‘Skills to Succeed Impact Map’ to concisely describe the individual projects within the programme, the people who have been helped and how Accenture employees have contributed. A global map flags up each of the nearly 50 locations where Skills to Succeed operates. Clicking on these reveals a pop-up window with a summary of the programme and the option to ‘read more’. Tabs at the top of the map allow users to toggle between full information on projects, beneficiaries and Accenture employees.

The takeaway

The interactive map does two jobs at once. It gives visitors with a passing interest in the programme an immediate sense of the scale of the initiative (it is active in multiple countries on six continents). For those interested in the detail, it serves up this information in summary form first, with onward links and tabs for in-depth information.

Figures and targets are prominent, as you would expect from a management consultancy, but which are often lacking in corporate descriptions of sustainability initiatives. For example, the summary says, ‘we have equipped more than half a million people with the skills to get a job or build a business – more than doubling the impact we set out to achieve when we announced our Skills to Succeed goal in 2010’. Many of the pop-up summaries also focus on quantifiable achievements: for example, a Save the Children partnership in China is delivering ‘job skills training and placement opportunities to 27,000 young people’.

The ‘read more’ links lead to well-organized pop-up windows with short summaries of the projects; and headshots and quotes from the people that were helped, as well as the Accenture employees who took part. Links to partners’ websites are also provided.

A global map to illustrate impacts will obviously not work for all responsibility initiatives, but the Accenture map could be adapted to any geographic scope, showing the benefits within a single continent, country or city, for example. The organization of the ‘stories’ – concise, relevant and emphasising the effects of the programme on individuals – is also worth emulating.
First published 18 February, 2015
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