Dr Myriam Sidibe (Doctorate in Public Health, 2007) is an Author and the Founder of Brands on a Mission. She is also a Research Fellow at the Mossavar Rahmani Center for Business and Government, Harvard Kennedy School.
Myriam is a leading expert of brands, driving health outcomes through societal behavioural changes. She created the most significant hygiene behaviour change programme in the world, changing the handwashing behaviours of over one billion people. This led to establishing Global Handwashing Day, which is now celebrated in over 100 countries.
Her new book, Brands on a Mission: How to Achieve Social Impact and Business Growth through Purpose, uses evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers. The book presents an emergent model that organisations can follow to build purpose into their growth strategy. It provides a clear pathway of how to take brands through the journey of developing impactful social missions alongside driving business growth and is an essential guide for both managers and students alike.
In this book, you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how beer is tackling gender-based violence, and how toothpaste is tackling school absenteeism, amongst many other gems. Renowned experts like Professor Baron Peter Piot, LSHTM Director, share examples, data and their everyday experiences of helping corporate companies to create a culture of social purpose. Embedding social purpose in business is not always easy, but it is worthwhile – the examples in Brands on a Mission are testament to that. A thoughtful reading of this book will help anyone working on the hard issues that arise when companies embrace a social purpose, with advice and stories related to each step, in a widely applicable model.
Myriam shared with us why she chose to study at LSHTM and her thoughts on innovation.
“I chose to study at LSHTM simply because it was the best school in public health, and Sandy Cairncross and Val Curtis were there. It was the best decision in my life. It changed the way I viewed the world and opened up opportunities that I didn’t know would exist. I talk about my decision to come to LSHTM and my time there in my new book.
“Innovation to me means how to keep an open mind to tackling an issue. Innovations in product, in services, in ways in which we tackle global health is absolutely key! And this includes public health in the private sector. Innovation in the private sector is the only way to keep relevant in the lives of consumers.
“My advice to current students would be that this time at LSHTM is gold, and should be protected at all costs. Enjoy every minute.”