Environment Corporate Csr Unity May 2012 2

unity

Unity Corporate, Issues and Environment

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When it comes to Corporate Communications

•  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

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These are the things we believe shapes public understanding & engagement with companies

Media People Government

Policy Regulation

Social & Economic change

The Unity Corporate Strategic tool kit

To develop a corporate strategy we believe as companies we must measure and understand 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.

We understand climate change; politics, the environmental debate and the implicit challenges and risks involved in our world today. We have been influenced by our friend Paul Gilding and we call it… The Great Disruption

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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.

Never We engage, we start conversations, encourage and empower. We support people in taking positive change.

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Resistance to change is futile, businesses in the 21st Century are facing increasing pressure to act….. •  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 ………

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We have some very deep thinking,understanding and strategic depth on this subject. We know and work with some of the national and international groups who set the agenda.

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Water, Land, Waste, Environmental Laboratories, Carbon and Environmental Management, Sustainable Buildings, Air Pollution, Transport Pollution, International Business and Sustainable Buildings EU ETS, Carbon Leakage, Carbon Reduction Commitment (CRC), construction and the build environment, Low Carbon Buildings (Domestic and Non-Domestic), Agriculture policy, Offshore Wind, Marine energy, Energy Efficiency, Aviation, Energy pricing, Post-Copenhagen world and the build up to COP 16/17, Green Investment Bank and Green Finance, International Carbon Flows and Carbon reduction in the supply chain.

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Now the good news… •  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 ……….

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Where are you leading us now?

Some case studies

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Launch of M&S Plan A

Unity Launch M&S Swhopping

•  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

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Some Early Results 2m reach, over 4m social impressions on launch day #Shwopping, Joanna Lumley, M&S trending Blanket national coverage TV: This Morning, Sky News TV, CNN, Five News, CNBC, BBC News Radio: LBC Radio, BBC Radio 5 Live, Radio 4 Press: The Mail, Express, The FT, The Guardian, Vogue, Metro, The Daily Telegraph, The Independent, I Celebrity, influencer and blogger involvement at the Shwop Lab.

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Corporate UK and European issues management Corporate leadership in living the core values of sustainability, labour rights, being fair and protecting the environment; We have completed a corporate and environmental business risk audit for the European business. We are 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 chain and protecting Ben and Jerrys producers. In February 2012 we will be launching the ‘Join Our Core’ Campaign which is an international campaign to find new global entrepreneurs and includes a trip to Uganda and extensive integrated media coverage. In January 2012 we will be running the european stakeholder and political engagement for the ‘Caring Dairy’ campaign to raise farming standards for dairy cows in europe.

We did a bit of Friesian detective work, commissioning some European 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

How to make all of Europe's cows (nearly) as happy as B&Js cows

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Café Direct

We have helped establish Cafédirect as truly ethical industry pioneer…

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.

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The results are good, In the last two quarters we have

Six-month campaign that re-established Cafédirect as truly ethical industry pioneer…

10 referring directly to the

brand as pioneering

25 pieces containing pictures, 7 containing Cafédirect

images

55 pieces of coverage

20 pieces in trade media

7 pieces in national media

3 consumer magazines

9 regionals 16 online pieces

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“It is in playing that the individual…is able to be creative and to use the whole personality…it is only in being creative that the individual discovers 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

The Ribena Make-Kit Report

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.

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.

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.

Powering the Future

10th Anniversary Development Programme October 2011

In June 2012 we will start working with Global Village Energy Project (GVEP). We will be working on raising their profile and the work they do with the national and international press, international policy makers and the donor community. GVEP’s mission:

GVEP aims to change lives through accelerating access to affordable energy - heat, light and power GVEP’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 aid

GVEP’s approach supports:

Poverty alleviation - through enabling poor disadvantaged people to access power to improve their lives and provide basic needs, and developing local micro and small energy businesses

Clean development – predominantly renewable energy

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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.

In summary………

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To be successful…… Its more than simple PR, a media release and a good consumer idea. It requires a deep understanding of the wider picture, context and issues that impact and influence people. We develop a strategy by listening to our clients and putting all of their thoughts into context of the public sphere. We understand that companies need to talk at different times, levels, and to different 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.