Elaine’s Caribbean Crochet delivered a guest presentation to the Integrated Marketing Communications graduating class at The University of the West Indies Cave Hill Campus on Wednesday 8th April via Zoom. The session explored the strategic communications behind Crochet for a Cause: Ridge to Reef, our social impact programme launched in November 2022, using Paul Argenti’s corporate communications framework as a guiding model.
The presentation provided students with a practical case study on how communication strategy supports and scales purpose-driven initiatives. Crochet for a Cause: Ridge to Reef was designed as a multi-year programme that used crochet as a platform for community engagement, skills development, and charitable outreach. The initiative connected creative practice with environmental and social awareness across participating communities.
Grounded in Argenti’s framework, the session examined how corporate identity, image, and reputation were aligned throughout the programme. Elaine’s Caribbean Crochet established a clear identity in Caribbean culture, craftsmanship, and social responsibility. This identity informed all communication outputs and stakeholder interactions over the life of the initiative.
The project’s image was shaped through consistent messaging across digital and physical channels. Social media content, community workshops, and partnerships were used in a coordinated way to reinforce the initiative’s purpose and values. Visual and narrative elements remained aligned, ensuring clarity and recognition among audiences.
Over the first three years, Crochet for a Cause: Ridge to Reef built a strong reputation through sustained delivery and visible impact. Workshops, collaborations, and community engagement activities contributed to credibility and trust, positioning the initiative as a meaningful and reliable contributor to social development.
The session also highlighted the importance of integration within marketing communications. Each touchpoint supported a unified message, demonstrating how consistency across platforms strengthens audience connection and programme effectiveness. Students were exposed to the evolution of messaging across different phases of the initiative, from awareness building to impact storytelling.
The presentation also forms part of preparations for sharing this case at the IABC World Conference.