Learning lessons from the Obama campaign:
How to ramp up your CSR & Sustainability
communications
Sustainability Conversations Blog ‐‐ July 2009

2008
“If there were ever a groundbreaking, forward‐
looking push to challenge communications
conventions, this was it.”
Eleftheria Parpis, AdWeek

OBAMA’S CAMPAIGN SUCCESSFULLY BROKE
THROUGH

HE MASTERED THE USE OF 360° COMMUNICATIONS
AND THE ‘C WORD(S)’ OF CITIZEN ENGAGEMENT &
BRAND CONVERSATION

HOW DID HE GET THERE?
HOW TO APPLY THESE BEST PRACTICES TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS?

1 OBAMA SYMBOLIZED CHANGE
A CHANGE IN TURBULENT ECONOMC TIMES

HE SHARED HIS SOLUTIONS FOR A RENEWED
AMERICA
HE REPRESENTED A MUCH NEEDED LEADERSHIP

WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• Consumers or employees are under
extreme pressure and are looking for help
through this crisis
• Companies & brands need to demonstrate
leadership on issues that matters to their
key audiences & that are tied to a social
purpose (i.e. climate change, access to
health, etc.) in order to show they can
contribute to a better world
Create a vision and take on tough issues, in a
forthright, authentic way

2
OBAMA EMPOWERED HIS AUDIENCE TO ACT
FOR THE GREATER GOOD
“We know the battle ahead will be long,
but always remember that no
matter what obstacles stand in our way,
nothing can withstand the
power of millions of voices calling for
change.”
Barack Obama's “YES WE CAN” speech in New Hampshire
ASKING EVERYBODY TO WORK TOGETHER TO ACHIEVE
COMMON GOALS

WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• Companies and brands need to CONNECT
& PARTNER with their key audiences to
effect positive change together and make
a difference
• Empowering your audience for a greater
good is your new currency to retain &
motivate your employees, increase loyalty
of your consumers, etc.

3
OBAMA PIONEERED THE EFFECTIVE USE OF
SOCIAL MEDIA
TO CREATE A MOVEMENT SPARKING MEANINGFUL
PARTICIPATION FROM CITIZENS

HE LEVERAGED ALL MARKETING COMMUNICATIONS
TOOLS
CHANNELING BOTH ONLINE AND OFFLINE
ENTHOUSIASM INTO SPECIFIC ACTIVITIES TO FURTHER
THE CAMPAIGN’S GOALS

WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• Instead of communicating a
message, it is about genuinely
engaging in two‐way dialogues with
your multiple stakeholders
• Give more power, not less, to your
target audience so they feel
ownership, so they become
advocates
• Every company is a media company:
you can now create your own
content and start the conversation

4 A VERY PERSONAL CAMPAIGN: DIRECT
CONNEXION BETWEEN OBAMA & HIS SUPPORTERS
BY ALWAYS ADDING A PERSONAL TOUCH TO HIS
COMMUNICATIONS

WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• U n d e r s t a n d y o u r t a r g e t
audiences’ needs first
• Identify your key stakeholders’
expectations first and talk to them
in a way that matters to them

GET ON BOARD NOW!

TODAY IS A “TRUST RECESSION”
“Whoever thought that ‘trust’ was
fluffy, whoever thought it
inconsequential, and whoever
thought trust had long been
superseded by risk models – today’s
trust recession is your answer”
BUSINESSES NEED TO RESTAURE
CONFIDENCE & LEADERSHIP

CSR IS A POWERFUL WAY TO REBUILD THE
‘SOCIAL CONTRACT’
BETWEEN YOUR STAKEHODLERS AND YOUR
ORGANIZATION

IT IS ABOUT INSPIRING YOUR KEY AUDIENCES
AND LETTING THEM TAKE OWNERSHIP OF POSITIVE
CHANGE

AROUND A POWERFUL CAUSE
THAT YOU WILL CHAMPION & ADVOCATE

ULTIMATELY ENHANCING YOUR CORPORATE &
BRAND EQUITY
TO LEAD & STAND OUT IN A CROWDED MARKET

TIME IS NOW!

A presentation by:
Ms. Perrine Bouhana
Sustainability / CSR Evangelist
If you are interested, let’s start the conversation. Please feel free to:
Contact me on Twitter: twitter.com/perrineB
Or on my personal blog: www.sustainabilityconversations.com