I’d love to introduce you to a friend of mine, Shannon de Laat. We met about two years ago and I’ve had the pleasure of watching her create a community that I personally am so proud to be a part of through the PR Net. Throughout her career there has been an underlying desire to apply her talents and expertise to impact positive change, and it is with this spirit that Shannon moves to realize a venture that brings together her skills to change the world and help others do the same.
Shannon is the founder of The Virtue Project - building targeted strategies for organizations and cause-related brands. Read all about The Virtue Project below and I hope you can share this information with others. It really does take a village!
Tell us what The Virtue Project is / does?
After 17 years working in consumer marketing, I made the huge leap to shift my professional focus to reflect what I feel in my heart and to embody my personal values. In short, my mission with The Virtue Project is simple: to lend strategic expertise in order to help non-profits and cause-oriented brands translate their mission-driven messages into compelling stories that will inspire and engage key audiences. In today’s digitally saturated environment, it is more important than ever to create a story — the bridge between the data and people’s hearts, to inspire action and build a movement for change.
You can think of us as sort of a social good-focused version of a McKinsey Consultant. We take an overarching look at a brand or organization’s mission and develop the strategy that is best going to engage audiences with that mission, in a profound and resonant way.
This is a huge leap, indeed!
What brought you to make this decision?
For me, it is personal. I’ve had a strong sense of duty instilled in me from a very young age. Our family home was always a revolving door to hosting children from the Friends of Chernobyl charity, to the Fresh Air Fund and many more. It is in my DNA to share the responsibility, to see a need and respond. I think perhaps I was destined for this work, it just took me a little while to figure out how to bring it to life.
What would you say has been a key to the success of making this happen?
Community! As you know, having a strong tribe of empowering and highly-engaged individuals that surround you is invaluable. I’ve managed to align with some incredible experts and talented social entrepreneurs who believe in what I’m doing and embrace our efforts. I like this quote from Seth Godin: “It is so much easier to aim for the smallest possible audience, not the largest, to build long-term value amongst a trusted, delighted tribe, to create work that matters and stands the test of time.”
Here with Aaniyah - a young foster youth she mentors through the Alliance of Moms.
To learn more → thevirtueproject.co
Follow them on Instagram → @thevirtueproject
Vir~tue (noun): behavior showing high moral standards, the general quality of being morally good.
Thank you Shannon! The world is a better place thanks to humans (spiritual beings) like you. Hugo will be so proud of his mama and the change she’s created for others.
Thank you for reading!
xo,
Janet
