The initiative has been supported by a comprehensive and multichannel communications strategy designed to ensure broad visibility,
stakeholder engagement, and alignment with the program's core values.
Internally, the program was disseminated through multiple channels including corporate newsletters, mass emails, internal events, and
strategic spaces such as leadership and management meetings. These efforts were aimed at ensuring that all GEB employees were aware of
the initiative’s objectives, progress, and expected impact, fostering a shared sense of purpose and institutional alignment. Visual materials
and storytelling were used to highlight success stories and encourage employee engagement.
Externally, the program was promoted through an integrated mix of digital and traditional media. This included GEB’s and partner
organizations’ official social media channels, coverage in national and regional press, and targeted messaging through community radio and
local printed bulletins. The initiative also gained visibility in high-level sectoral and sustainability forums, where it was presented as a good
practice aligned with the energy transition and sustainable development.
A particularly effective element was the outreach campaign for beneficiary engagement, carried out in coordination with community-based
organizations and local stakeholders. This involved direct communication efforts such as local assemblies, radio announcements, and flyers
distributed in areas with limited digital access. These tactics helped broaden the reach of the program and ensure the participation of
communities traditionally excluded from institutional programs.
The strategy also incorporated creative marketing tactics, including the use of testimonial videos, infographics, and short-format audiovisual
content adapted for various platforms (e.g., Instagram, WhatsApp, and YouTube Shorts), allowing for greater accessibility and emotional
connection with different audiences.
As a result, the program not only achieved strong visibility and recognition but also strengthened GEB’s brand positioning as a socially committed
and inclusive energy group. The communication efforts were instrumental in building trust, promoting transparency, and mobilizing support from
both internal and external stakeholders.