Community Engagement for Social Innovation: A Case Study of Redcross

This study explores the relationship between social innovation and community engagement through a case study of Redcross. It highlights the SWOT and PESTLE analysis, challenges for implementation, and ethical and funding implications. The proposed social innovation aims to improve the financial and social status of aged people in Australia.

Running head: COMMUNITY ENGAGEMENT
Community engagement
Nam of the student
Name of the university
Author note

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Executive summary
Social innovation highly contributes to both the local and community. It has been mentioned in
this study that social innovation cannot be beneficial until it is being accepted by the community.
Therefore, it can be said that there is a strong relationship between the social innovation and
community engagement. By highlighting the Diffusion innovation model and Social innovation
perspective model, the study has shown the correlation between the social innovation and
adoption of the community. In this study, the organization named Redcross has decided to
introduce the project for increasing the contribution of aged people in the society so that their
financial and social status can be improved. By highlighting the SWOT and PESTLE analysis,
both the internal and external environmental benefits and challenges have been mentioned,
which can influence the ethical and funding implications. However, different implementation
issues, such as social acceptance, funding, lack of accommodation and lack of skilled employees
have been mentioned in this study. At the end of this study, it has been suggested that of the joint
initiatives o government and society can be taken, it will be beneficial for the organization to
implement this project in a better manner.

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Table of contents
Discussion of social innovation and community engagement theory.............................................3
Proposed social innovation and its contribution in the common goods..........................................5
Conduct a SWOT, PESTLE and offer discussion on the possible funding and ethical implications
of your social...................................................................................................................................6
Overview and briefly discuss the challenges for implementation...................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Discussion of social innovation and community engagement theory
According to (Cajaiba-Santana 2014), the term social innovation indicates the concepts,
strategies and ideas that help to meet the social needs. Depending on the social innovation
practices the community development is being done in the proper manner (van Wijk et al. 2018).
There is a strong correlation between the social initiatives and community development. By
addressing the needs of the society, the solutions are being provided to them for improving their
situation. In order to discuss the innovation theory, the Diffusion of innovation theory has been
discussed in this study. In the year 1962, the innovation theory was introduced by E.M. Rogers
(Redcross.eu 2018). This theory is being considered one of the popular social science theories.
In the diffusion theory, the adoption process of new product, behavior and idea is being
highlighted that simultaneously improves the social system. It has been identified in this study
that time and behavioral characteristics are the major key drivers of innovation theory.
Figure: Diffusion innovation model
(Source: Doyle, Garrett and Currie 2014)
In the above diagram, Diffusion innovation model is showing the five adapter
capabilities. In the words of Sugarhood et al. (2014), the five adapter capabilities in Diffusion

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model have higher level of significance in case of identifying the characteristics of target
population. By supporting this Pashaeypoor et al. (2016) stated that in case of promoting the
innovation model in the market, different adopter categories have higher level of significance. In
the first part innovators have been indicated. Innovators are those people show their interest
towards developing new ideas. The second part indicates about early adopters. Their people
represent their individuals' opinions to the leader. By enjoying the leadership roles and
capabilities they introduce the way in which the new ideas are being adopted easily. In case of
early majority people, using their critical thinking ability, they analyze the strategic appeals for
the population which is included in the success stores for bringing the effectiveness in
innovation. The fourth category indicates the late majority; here these people are easily being
influenced by others (Sugarhood et al. 2014). They only adopt the innovation idea, when large
numbers of people adopt it. In the case of Laggards, it indicates those people those are very
conservative and afraid of accepting the changes.
Figure: Social innovation perspective model

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(Scope: Si-drive.eu, 2018)
In the above diagram, Social innovation perspectives have been highlighted. it has been
identified that social innovation is being influenced by regulations, method, processes, which are
being adopted by the customers, politicians and particular community depending on which the
innovative plan is being developed. In case of analyzing the theoretical and conceptual
approaches, it can be said that the appropriate empirical and theoretical approaches in the social
innovation are being discussed by following the macro and meso scale (Cajaiba-Santana 2014).
It has been mentioned that community behavior impacts the social innovation in both the positive
and negative manner. Therefore, it can be said that every innovation ideas and its acceptance are
interrelated variables. It is true that depending on the acceptance of the innovation idea by the
community, its success is being measured.
Proposed social innovation and its contribution to the common goods
Redcross is one of the popular voluntary humanitarian organizations that work for
protecting the human health and human right. Due to its strong fundamental principles the
organization has got the popularity among the global people (Redcross.org.au 2018). In the
current scenario, the organization has decided to introduce another project for the older people in
the society. It cannot be denied that due to rapid changes in the demographic situation, the aged
people are being excluded from the decision making processes. In this situation Redcross has
decided to take the imitative so that the civil position of the aged people can be developed in the
society. These initiatives can be beneficial in terms of both the economic and social status
improvement practices. Through this project, the job opportunities for the aged people can be
increased. By maintaining the coordination between the different organizations in all over the

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world this social innovation can help in case of providing the health care services to the aged
people with the financial opportunities (Windrum et al. 2016). Therefore, by introducing the
social innovation the community will get the job opportunities as well as the social and
demographic status of the aged people will also be improved. In these social initiatives, the needs
of the aged people will be recognized by the volunteers. Depending on their needs and demands,
effective policies can be developed so that the social and health service for the aged people can
be provided. On the other hand, by taking the initiatives to develop the required policies for the
improvement can be introduced. It cannot be denied that positive image of a person in the society
helps to get the social benefits. By engaging the aged people in the local level activities, the
positive image can be developed. Through the awareness campaign by the organization, people
will get to know about the contribution of the aged people in community. Therefore, it can be
said that the project will encourage the aged people to enter in the community so that they can
learn how to contribute in the community in better manner. Through this social innovation
campaign, the aged people will get the opportunity for raising their voice so that their potentiality
and diversified skills can be contributed in the community. On the other hand, it cannot be
denied that the social innovation initiative ensures healthy life and also promo7te the wellbeing
of the people in all age group.
Conduct a SWOT, PESTLE and offer discussion on the possible funding and ethical
implications of your social
SWOT and Pestle analysis can play an important role in analyzing both the internal and
external environment in an organization. In this study, through the SWOT and Pestle analysis,
the ethical implications and impacts on the community have been analyzed.

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Strength Weakness
 The biggest strength of the social
innovation initiatives is here the
positive image of the aged people in
society can be developed. Financial and
social stability of the aged people can
be introduced through this imitative
 This initiative can help to engage the
aged people in local community
(Redcross.org.au 2018
 The biggest weakness is in some of the
cases due to over aged community do
not accept the initiatives of aged people
in positive manner
 Some of the cases due to lack of
understanding of the needs of aged
people create challenge for
implementing the idea.
 It becomes harder for convincing the
aged people to encourage towards
contributing in the community.
Opportunities Threats
 Through this initiative the innovation at
the regional level can be easily
accepted.
 A large number of organizations has
started contributing in the old and child
community. Therefore, it can be said
that the idea can be easily accepted.
 Although the organization has strong
financial backup, some of the cases
insufficient funding creates the major
implementation issues.
 Rules and regulation in the country and
human right acts sometimes create the
threat for the organization to implement
the innovation plan in proper manner.
(Source: Created by author)
PESTLE analysis

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Situation Analysis
Political Australia is being considered as one of the popular countries that have the
stable political condition (Cameron and McAllister 2016). In such cases the
social innovation regarding the aged care can be appreciated by the political
organizations.
Economic In the recent year the GDP rate in Australia has increased by 0.9% than the
previous year (Tradingeconomics.com, 2018). Therefore, in this situation, the
social innovation initiatives can be easier to implement. On the other hand, as
it aims to contribute to the economy, therefore, it can be said that the economic
situation for the initiatives will be beneficial.
Social It has been identified that a large number of Australian people the appreciated
the social initiative that contributes in the community (Anikeeva, Steenkamp
and Arbon 2015). Therefore, in this case the initiative for the aged people can
also drag the attention of the society.
Technological With the growing economic situation, the technological development is being
introduced in the country. In terms of any kind of money transfer regarding the
charity has become easier due to the increasing uses of technological
equipment.
Legal In order to develop the social status and increasing the engagement of
communities in the social well being the government strictly follows the
human right regulations. On the other hand, government of Australia
introduced the Aged Care Act 1997, Australian Aged care quality Agency Act
2013 and many more for contributing in the community in better manner

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(Nichols, Horner and Fyfe 2015).
Environmental The Australian environment ministry has contributed in the society by
following the Environment Protection and Biodiversity conservation Act 1999
(Ives et al. 2015).
(Source: Created by author)
Overview and briefly discuss the challenges for implementation
It is true that the Australian external environment is in the favorable situation for the
social innovation; however, there are various important key drivers that can influence the
initiative in a negative manner. In the words of van der Have and Rubalcaba (2016), it cannot be
said that the implementation plan will surely bring the success. Although Redcross is an
internationally operating organization, due to lack of staffs in the interior areas the initiative can
face the failure. It is also very challenging in case of identifying and involving the people in this
plan. Some of the cases the aged people do not get convinced by the volunteers. Some of the
cases due to overage they do not match the needs and capabilities. It is true that long-term
financial stability is another important key challenge for implementing the social innovation
idea for aged people. Due to lack of skilled staffs, sometimes the initiative for involving the
aged people in community development can face the failure. It cannot be denied that for the aged
people, health is the common issue (Prince et al. 2015). In this situation, providing the health
facilities becomes harder due to lack of proper communication with the suffering in that
situation. Some of the cases, due to lack of financial benefits, it becomes harder to drag the
attention of the investors. It has been mentioned in this study that financial stability highly
influences the social stability. Therefore, in such cases funding raises the major issue for
implementing the plan. As the organization aims to provide its service to all the aged people in

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Australia, therefore, the aboriginal is also included in this social innovation plan. In this situation
social discrimination and lack of acceptance by the other communities, it can create tough
situation.
Conclusion
In the study, it can be concluded that the social innovation initiative through the aged care
can be beneficial for the community in both the financial and social perspectives. The SWOT
and PESTLE analysis, it has been understood that funding and the social acceptance are the
major implementation issues of this project. I believe, these issues can be solved by the joint
initiative of the society and government. It can be said that if the implementation issues can be
solved the project can improve the social standard of the aged people in Australia.

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References
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emergencies in Australia: insights from the 2014 Australian and New Zealand Disaster and
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Cajaiba-Santana, G., 2014. Social innovation: Moving the field forward. A conceptual
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