The Chartered Institute of Marketing, Ghana (CIMG) and World Vision Ghana (WVG) have formalised a strategic partnership with the signing of a Memorandum of Understanding (MoU) aimed at using professional marketing to strengthen WVG’s impact, tell compelling community stories, attract partnerships and drive social transformation for vulnerable children and communities across Ghana.

The partnership will focus on four key areas: strategic marketing, capacity building, advocacy and impact storytelling.

Through training programmes, research, professional development initiatives and targeted public sensitisation campaigns, the two organisations will draw on their respective strengths to advance social transformation and improve the lives of vulnerable children across the country.

Speaking on the significance of the partnership, the Registrar and Chief Executive Officer of CIMG said the collaboration reflected the Institute’s growing commitment to applying marketing beyond the business sector and using it as a force for social good.

“By leveraging and adapting the elements of the Marketing Mix, we will advance the initiatives under this partnership,” the CIMG CEO said.

Through the partnership, CIMG aims to complement World Vision Ghana’s storytelling efforts to communicate its impact, mobilise support and deliver sustainable development outcomes for vulnerable children and communities.

Speaking on behalf of World Vision Ghana, Interim National Director Joshua Baidoo said the partnership aligned with the organisation’s strategic direction.

“This partnership arrives at a pivotal moment for World Vision Ghana, as we advance our HOPE for Every Child strategy, Harnessing Opportunities for the Protection and Empowerment of Every Child. CIMG’s expertise in strategic marketing will strengthen how we tell the story of that work, helping us reach and mobilise support for even more of Ghana’s most vulnerable children,” he said.

World Vision Ghana, which has served communities across the country for more than four decades, is a humanitarian organisation focused on improving the well-being of children, families and communities.

The partnership with CIMG is expected to enhance the visibility and impact of its programmes while supporting innovative approaches to social advocacy, development interventions and community-based programmes.

Director for Business Development and Partnerships at World Vision Ghana, Joseph Appiah, said the two organisations shared the belief that meaningful partnerships were essential to addressing complex social challenges and creating lasting change.

“This partnership demonstrates what is possible when professional expertise meets humanitarian purpose. Together, we will harness the power of strategic marketing to inspire action, strengthen advocacy efforts, and support initiatives that improve the lives of vulnerable children and communities across Ghana,” he said.

The MoU marks the beginning of a collaborative effort between CIMG and World Vision Ghana, with both organisations seeking to use marketing as a tool for sustainable development and national progress.