Case study: Amplifying social impact through communications 

Overview 

Good Karma Media is a UK social enterprise communications agency that helps organisations delivering public good strengthen their visibility, reach and impact. By reinvesting profits into pro-bono support, it enables charities, social enterprises and community groups to grow and deliver greater outcomes. 

The challenge 

Many organisations working in social impact face barriers to growth due to: 

  • limited access to specialist communications support 
  • low visibility among funders, partners and beneficiaries 
  • challenges demonstrating impact effectively 

Without strong communications, their impact is harder to scale. 

The approach 

Good Karma Media uses a commercial-for-impact model: 

  • Paid client work funds free communications support 
  • Specialist expertise is provided to social organisations 
  • Communications is used as a tool to amplify impact 

This creates a cycle where commercial success drives greater social value. 

What was delivered 

Pro-bono communications support 

  • 2,014 hours of pro-bono communications support delivered 
  • Equivalent to £250,000+ in professional services 
  • 21 social organisations supported 

Support included strategy, PR, content creation and mentoring. 

Strengthening organisations and communities 

Projects supported a wide range of causes, including: 

  • youth services and employability programmes 
  • environmental sustainability and circular economy 
  • creative industries and underrepresented talent 

For example: 

  • Youth centres gained new digital platforms to engage communities 
  • Social enterprises improved national visibility and growth 
  • Creative organisations expanded opportunities for diverse voices 

Enabling wider social and environmental impact 

By strengthening communications, the programme helped: 

  • increase funding and partnership opportunities 
  • improve access to services and programmes 
  • support employment pathways and skills development 
  • amplify sustainability initiatives and behaviour change 

The outcomes 

Improved visibility and credibility for social organisations 

Increased engagement with funders, partners and communities 

Strengthened delivery of programmes benefiting young people and disadvantaged groups 

Expanded reach of environmental and sustainability initiatives 

Why it matters 

This work demonstrates how communications can act as a multiplier of social impact, helping organisations: 

  • reach more people 
  • deliver more effective services 
  • scale their impact over time 

It supports National Highways’ commitment to social value, inclusive growth, and supporting communities. 

Key facts 

2,014 hours of pro-bono support delivered 

£250,000+ equivalent social value 

21 organisations supported 

Focus on youth, sustainability and inclusive growth 

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