PRoject Good launches collective PR initiative to amplify NGOs and social causes
It was formalised after two years of ground-up collaboration.
A NEW collective public relations initiative aimed at supporting non-profits and social impact organisations was officially launched recently, bringing together communications and media professionals to amplify causes that often lack visibility and resources.
PRoject Good, described as a collective PR initiative for social good, was formalised after two years of ground-up collaboration involving communications, media and creative practitioners, alongside like-minded partners.
The initiative operates as a shared ecosystem rather than a fixed programme, with contributors participating based on their strengths and availability. Projects are curated to match specific organisational needs with appropriate expertise.
To guide its work, PRoject Good uses what it calls the PRoject Good Impact Barometer, a framework designed to review and filter applications based on purpose, community relevance, readiness for amplification and potential for real-world impact. The framework combines qualitative evaluation and guided criteria, allowing each project to be assessed thoughtfully rather than through rigid metrics.
iOli Communications CEO and Founder of PRoject Good Yan Lim said PRoject Good was created to support organisations doing meaningful work that don’t always have the resources, access or clarity to tell their stories - or know where to turn for help.
“After more than 20 years in this industry, I’ve seen that many communications practitioners are willing to contribute their expertise, time and perspectives to help these organisations be seen, heard and understood, which is what inspired the formation of this collective initiative,” she said.
Selected organisations receive pro bono PR and communications support focused on impactful storytelling, including media relations, general publicity, social campaign strategy and partnership outreach.
Since its informal beginnings, PRoject Good has supported initiatives ranging from autism awareness campaigns and flood relief efforts in Kelantan to festive aid programmes for underprivileged families.
The support has focused on strengthening public awareness and expanding outreach through earned media.
“Collaboration sits at the heart of PRoject Good. This is about building a collective where people can apply what they do best, alongside like-minded individuals, to create impact together.”
Among its current collaborations is OrphanCare, a non-profit organisation dedicated to protecting children and strengthening families. PRoject Good is providing full-spectrum pro bono PR and communications support to the organisation, covering strategic communications planning, media relations and narrative development around child welfare, adoption and family preservation.
Under the initiative, sustained media engagement and storytelling-driven outreach have helped enhance OrphanCare’s public visibility and deepen donor and stakeholder engagement, while supporting ongoing fundraising and advocacy efforts.
OrphanCare Advocacy, Communications and Fundraising Manager Riza Alwi highlighted that working with PRoject Good helped the organisation articulate its mission more clearly and bring greater visibility to the issues affecting vulnerable children and families.
“The collective’s strategic storytelling and media support have strengthened our outreach efforts and enabled us to engage more meaningfully with the public and our supporters.”
As it expands, PRoject Good is calling on PR and communications professionals, media practitioners, writers, creatives, influencers, brands and partners to contribute their expertise to social causes.
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