Environment Corporate Csr Unity May 2012 2


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This presentation is an overview of the Unity approach and methodology to corporate, environmental and CSR. We have included a series of case studies so you can see our work and the results.

If you would like to discuss any of this work please e-mail jonny@hellounity.com

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Environment Corporate Csr Unity May 2012 2

  1. 1. Unity Corporate, Issues and Environmentunity
  2. 2. When it comes to CorporateCommunications •  Unity believe companies must consider political, social and environmental issues as part of their core strategy. •  We are small enough to be nimble, responsive and fully integrated. •  We are big enough to deliver campaigns for Uniliver (Ben and Jerrys), GSK (Ribena), Café Direct, M&S and the Law Society which integrate these fundamentals with exciting consumer brand campaigns. We also work with a lot of charities in the third sector. •  Our approach has resulted in an average ROI of 28%- 35% on our clients campaigns, laws being changed, debates in parlaiment and brand reputations being raised on the super brand index. •  We have achieved this by focusing on how people to start conversations. •  This might sound simple but in reality ……..
  3. 3. The Unity CorporateStrategic tool kitThese are the things we believe shapes publicunderstanding & engagement with companies Government Social & Media People Policy Economic Regulation change
  4. 4. To develop a corporate strategy we believeas companies we must measure andunderstand if we have …….. •  High brand exposure with substantial good will and intangible value; •  A clear understanding of what matters to our customers; social and economic changes; •  Big environmental impact across our operational and supply chain; •  Risks that come from natural resource and ecology dependency; •  Current exposure to regulation at a national and international level; •  Increasing potential for regulation on social and environmental grounds; •  Competitive market for talent and customers who care about these issues; •  Heritage and established environmental reputation with a duty to continue.
  5. 5. We understand climate change;politics, the environmentaldebate and the implicitchallenges and risks involved inour world today. We have beeninfluenced by our friend PaulGilding and we call it…The Great Disruption
  6. 6. This Great Disruption started in 2008, with spiking food and oil prices and dramatic ecological changes, such as the melting ice caps. It is not simply about fossil fuels and carbon footprints. We have come to the end of Economic Growth, Version 1.0, a world economy based on consumption and waste, where we lived beyond the means of our planet’s ecosystems and resources. These are serious issues. We believe we can overcome them. We definitely need to engage consumers in the right way to succeed.
  7. 7. NeverWe engage, we start conversations, encourage andempower. We support people in taking positive change.
  8. 8. Resistance to change is futile,businesses in the 21st Century arefacing increasing pressure toact…..•  As a company we agree. Our focus must be on going ‘greener’ faster. We realise this is going to happen to our business and brand whether we like it or not… -  We will be pushed by Government and lawmakers to go greener faster -  We will be pulled by our stakeholders (employees, customers, opinion formers and suppliers/partners) to go greener faster -  We will be forced by our shareholders, CFO and bank – because, increasingly, doing anything else will be financial suicide•  We call it the ………
  9. 9. We have some very deepthinking,understanding andstrategic depth on thissubject. We know and workwith some of the nationaland international groups whoset the agenda.
  10. 10. Water, Land, Waste, Environmental Laboratories, Carbon and EnvironmentalManagement, Sustainable Buildings, Air Pollution, Transport Pollution, InternationalBusiness and Sustainable Buildings EU ETS, Carbon Leakage, Carbon Reduction Commitment (CRC), construction and thebuild environment, Low Carbon Buildings (Domestic and Non-Domestic), Agriculturepolicy, Offshore Wind, Marine energy, Energy Efficiency, Aviation, Energy pricing, Post-Copenhagen world and the build up to COP 16/17, Green Investment Bank and GreenFinance, International Carbon Flows and Carbon reduction in the supply chain.
  11. 11. Now the goodnews…•  This ‘great disruption’ represents a rare chance to replace our addiction to growth with an ethic of sustainability, and it’s already happening. It’s also an unmatched business opportunity: Old industries will either collapse or evolve and new companies will literally reshape our economy. As Daniel Burrus says, we are at a base of a mountain of disruption, but we are also at the base of a mountain of opportunity.But you have already started ……….
  12. 12. Where are you leading usnow?
  13. 13. Some case studies
  14. 14. Launch of M&S Plan A
  15. 15. Unity Launch M&SSwhopping •  A massive new sustainability initiative from one of the UK’s biggest retailers launched on April 2012 in East London. •  The campaign was looking to introduce major permanent change in Consumer habits (1.2 million tones of clothing into landfill every year) ,Reusing and recycling unwanted clothing, Manufacturing and retailing processes (‘closed loop’ economy). •  Some Early Results •  In partnership with Oxfam and London College of Fashion’s centre for sustainable fashion •  Unity’s biggest integrated campaign to date (PR, social, blogger / influencer outreach, experiential) •  The campaign focused around a experiential lab in Dray Coat East London where the public and the practitioners could see
  16. 16. Some Early Results2m reach, over 4m social impressions on launch day #Shwopping, Joanna Lumley, M&S trendingBlanket national coverageTV: This Morning, Sky News TV, CNN, Five News, CNBC, BBC NewsRadio: LBC Radio, BBC Radio 5 Live, Radio 4Press: The Mail, Express, The FT, The Guardian, Vogue, Metro, The Daily Telegraph, TheIndependent, I Celebrity, influencer and blogger involvement at the Shwop Lab.
  17. 17. Corporate UK and European issues managementCorporate leadership in living the core values of sustainability, labour rights, being fair and protectingthe environment; We have completed a corporate and environmental business risk audit for the European business. Weare now managing the implementation; We are responsible for identifying, creating and developing all of the social and political campaigns. We are working on the ‘Fair Climate’ project which is focused on reducing carbon in the supply chainand protecting Ben and Jerrys producers. In February 2012 we will be launching the ‘Join Our Core’ Campaign which is an international campaignto find new global entrepreneurs and includes a trip to Uganda and extensive integrated mediacoverage. In January 2012 we will be running the european stakeholder and political engagement for the ‘CaringDairy’ campaign to raise farming standards for dairy cows in europe.
  18. 18. How to make all of Europes cows (nearly) as happy as B&Js cows We did a bit of Friesian detective work, commissioning someEuropean research in the dairy industry, and we found some sad truths… -  Widespread health problems, lameness, infertility & low life expectancy -  Uncomfortable cows, at times injured because their cow pads are cramped &/or poorly designed -  Some cow subjected to a poor diet -  Limited access to pasture, meaning they can t roam freely
  19. 19. Café Direct Corporate leadership pioneers in being and ethical business focused on the the triple P’s of people, planet and profit. We advise and develop corporate strategy for their media and stakeholder engagement. Today Cafédirect is pre-investing in a carbon credits scheme with CEPICAFE in Peru, one of the original AdapCC pilot groups Cafédirect is investing back into its supply chain, leading the way as an example to other businesses to take sustainability to the next level and look to its suppliers rather than external companies In January 2012 we will be running the a stakeholder trip to Peru with leading economists, environmentalists, business, social affairs and climate change journalists. We have helped establish Cafédirect as truly ethical industry pioneer…
  20. 20. The results are good, In the last two quarters we have 55 pieces of 20 pieces in trade coverage media7 pieces in national online pieces 9 regionals 3 consumer 16 media magazines 25 pieces 10 referring containing directly to the pictures, 7 brand as containing pioneering Cafédirect images Six-month campaign that re-established Cafédirect as truly ethical industry pioneer…
  21. 21. The Ribena Make-Kit Report It is in playing that theindividual…is able to be creativeand to use the wholepersonality…it is only in beingcreative that the individualdiscovers the self.Donald Winnicott, 1979 Report to be used to support Ribena Plus range and as the basis for Ribena’s standpoint as the champions of a ‘make do and mend’ mentality, and to give us cultural authority across the campaign
  22. 22. The Law Society “Sound Off For Justice”In December 2010 Unity was engaged by the Law Society to develop a cross-channel campaign strategy to campaign against of the cuts to Legal Aid.   The Government’s proposal to brutally slash the Legal Aid budget by £350million, leaving hundreds of thousands of vulnerable people without access to justice required a campaign to engage, inform and provoke.   The immediate challenge was the intangibility of the cuts – unlike schools, hospitals and battleships, it’s hard to envisage ‘less justice’.   Our way of responding to this was by focusing on Justice and the British sense of what’s fair and unfair. From this we bridged to the idea of not being heard - of being unable to speak up for yourself and called for people to ‘Sound Off for Justice’. This campaigning name had a neat double meaning 1. Speak up whilst you can 2. This is what will happen if we don’t fight these proposals.
  23. 23. An ambitious and complex multi-channel campaign has been executed throughout 2011, raising awareness, engaging the public, gathering petition sign-ups, lobbying politicians and influencing the media agenda.    Online ads, experiential activity, video content, campaign marches, stunt activity and extensive digital work have combined to create a campaign with in excess of 30,000 ‘Sound Offs’ and has brought a difficult subject matter to the attention of millions of people that were previously unaware of what the Ministry of Justice are up to. And did it work? We won’t know until Q1 of 2012 when the final bill goes through, but to date our campaign has directly led to £20 million being put back into the legal budget.We know this campaign is a million miles away from paint marketing, but have included it as an example of a fully integrated campaign.
  24. 24. And did it work? We won’t know until May of 2012 when the final bill goes through, but to date our campaign has directly led to £20 million being put back into the legal budget and funding for Clinical Negligence and Domestic Violence cases are now protected. The results in full today are   202 national print articles (FT, BBC, Economist, Guardian, Times etc) 448 online articles and blogs national and international 5 letters to the national press  97 letters to policy makers 5 reports produced 47 radio/tv interviews (newsnight, five live, bbc news, ITV news – national and regional)  193 blog posts   The campaign work has reached over 2.3 million people and 35k people have signed our petition.  We know this campaign is a million miles away from retail food and fashion but have included it as an example of a fully integrated campaign.
  25. 25. Powering the Future In June 2012 we will start working with Global Village Energy Project (GVEP). We will be working onraising their profile and the work they do with the national and international press, international policymakers and the donor community.GVEP’s mission: GVEP aims to change lives through accelerating access to affordable energy - heat, lightand powerGVEP’s focus: Africa, Latin America, Caribbean The most appropriate technology – usually renewable Small & medium-sized enterprises (SMEs)GVEP believes: Sustainable businesses last longer than the effects of direct donations So, supporting energy businesses should achieve more access per $ of aidGVEP’s approach supports: Poverty alleviation - through enabling poor disadvantaged people to access power toimprove their lives and provide basic needs, and developing local micro and small energy businesses Clean development – predominantly renewable energy 10th Anniversary Development Programme October 2011
  26. 26. We branded and launched 10:10 in the Tate Gallery Turbine hall. We still work with them on a pro-bono basis. They are a group of people we believe in and are making real changes.
  27. 27. In summary………
  28. 28. To be successful……Its more than simple PR, a media release and a good consumer idea. Itrequires a deep understanding of the wider picture, context and issues thatimpact and influence people.We develop a strategy by listening to our clients and putting all of theirthoughts into context of the public sphere.We understand that companies need to talk at different times, levels, and todifferent sections of the media. Some stories will be for current affairs, social,consumer, finance and economic journalists. It changes day-to-day.This is something we have delivered. We call it whole brain strategy.