These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit www.sustainablebrands.com/digital_learning/communications/tools-engagement-social-media-storytelling-interactive-design-more

3. OUR PRODUCT - HOW IT WORKS
Update
STRATEGY_2.jpg

4. KEY FINDINGS

5. AUDIENCE SIZE TENDS TO BE BIGGER THAN YOU WOULD
EXPECT
77 of whom
follow our
client
Denmark:
Eco-travel
Green travel
Total unique
audience size is
17k

6. YOUR AUDIENCE MAY NOT SHARE THE SAME INTERESTS AS
YOU
Only 74 individuals
share stories
across all
categories
Skills
CSR
Environment
Media
Total unique
audience size is
205,170

7. PEOPLE BELONG TO MICRO-COMMUNITIES

8. FINAL THOUGHT

10. OUR PRODUCT - HOW IT WORKS
Update
STRATEGY_2.jpg

11. KEY FINDINGS

12. AUDIENCE SIZE TENDS TO BE BIGGER THAN YOU WOULD EXPECT
77 of whom
follow our
client
Denmark:
Eco-travel
Green travel
Total unique
audience size is
17k

13. YOUR AUDIENCE MAY NOT SHARE THE SAME INTERESTS AS YOU
Only 74 individuals
share stories
across all
categories
Skills
CSR
Environment
Media
Total unique
audience size is
205,170

14. PEOPLE BELONG TO MICRO-COMMUNITIES

15. FINAL THOUGHT

16. http://www.behindthebrands.org/

18. Behind the brands
•Launched in Feb with focus on lack of policies to address
gender inequality in supply chains
•Focus on 3 chocolate companies: Nestle, Mars and
Mondelez
•Each committed to investing into understanding barriers
faced by women farmers and develop plans to address
these
•Each committed to the UN Women’s Empowerment
Principles

19. Race to the top
•Investors a key factor in achieving change
•33 major investors, representing $1tn in
assets called on companies to improve
• Tone = critical friend to trigger race to top
• Encouraged by the progress but long way
to go to address tough issues like land rights
and gender inequality

21. SIGN THIS
PETITION
& SHARE
http://www.behindthebrands.org

24. WHAT YOU
CAN DO
Share
graphics

25. Lessons?
Engage
• Better to engage activists and NGOs to help shape agenda
• Distinguish between types of campaigns – opportunity for positive
communications?
Focus on
Impact
• Focus where you have greatest impact and influence
Be Open
• Be transparent about your business and challenges
• Everyone has issues, showing you know them is a positive
Show
Leadership
Rights is
the new
black
Voice is the
next black
• Be ahead of the curve, where are consumers, government and society
heading?
• Can you shape the agenda and stay ahead of it?
• If you’re not communicating that you embrace rights, you’re behind the
curve
• Giving voice to the marginalised is the best way to show you’re responsible
• Who do you impact that is powerless and lacks voice (e.g. temporary
workers, women smallholders, communities without land rights)

26. Movement
Storytelling
JUSTIN STOKES | PURPOSE.COM | NOVEMBER 19, 2013
Thursday, November 14, 13

27. Storytelling for Social Change
1.THE NARRATIVE ARC
2.PERSONAL STORIES
3.PUBLIC STORYTELLERS
2
Thursday, November 14, 13

28. Why are stories important to movement-building?
1.INFORMATION OVERLOAD. People are swamped with messages and information. Little of it
sticks, no matter how powerful. What stays with people are the stories.
2.STORIES TRANSCEND FACTS AND ISSUES. Campaigns often fail to get traction because
they don’t go beyond facts and logic, which only engages a limited audience.
3.EMOTIONAL CONNECTION. Stories bypass our rational, critical thinking and establish a more
powerful emotional resonance that can reach a much larger number of people and can spread
virally.
4.A LARGER NARRATIVE. Stories are the route in to a larger narrative. Narratives transcends
individual stories but give a larger meaning to their specific, local context. They evoke bigger
issues of purpose, meaning and our dreams and aspirations. That’s what we mean by creating a
narrative.
3
Thursday, November 14, 13

29. TO MOBILISE PEOPLE,
YOU NEED A NARRATIVE
4
Thursday, November 14, 13

30. What is the difference between a narrative and a story?
1.NARRATIVE IS THE BIG PICTURE. The terms are sometimes used interchangeably, but we use the
term ‘narrative’ to describe the bigger picture: the overall worldview of a brand, community or
movement.
2.MANY STORIES, ONE NARRATIVE. Lots of stories can take place within a narrative – depicting
different aspects of the larger narrative.
3.NARRATIVES ANSWER KEY QUESTIONS. Stories can take many shapes and each individual
story doesn’t need to be complete to be powerful. But a narrative should answer basic questions like
why an issue is important, who are the good guys and the bad guys, why now is important, what
needs to be done and what role we can play.
4.NARRATIVES SHOULD BE CONSISTENT. Narratives can develop, but they should stay broadly
consistent because it takes time for people to hear, absorb and understand a narrative.
5
Thursday, November 14, 13

31. PERSONAL STORIES INSPIRE...
AND MAKE IT REAL
6
Thursday, November 14, 13

32. Meu Rio: School Campaign
7
Thursday, November 14, 13

33. 8
Thursday, November 14, 13

34. PUBLIC STORYTELLERS STILL SHAPE
MAINSTREAM PERCEPTIONS
9
Thursday, November 14, 13

35. View Video at:
http:/
/youtu.be/NaTl8SjQEqw
Thursday, November 14, 13

36. Thursday, November 14, 13

37. ACLU Action: Cam & Mitch Get Hitched
IMPACT
Earned Media. From Frank Bruni’s New York Times op-ed to coverage in
Bloomberg, NPR and Huffington Post, the campaign did extremely well with
major media outlets. The campaign also received exposure in non-traditional
ACLU media sources, such as Hollywood Reporter and Entertainment
Weekly. These gave the ACLU visibility beyond its traditional audience.
Social Media. Purpose capitalized on the traction that the campaign had with a
celebrity audience through social media: Russell Simmons tweeted about the
campaign to his following of 2.7 million; Steve Levitan, the show’s co-creator,
also picked up on the buzz and tweeted a link to our petition with a “wow”;
Jesse Tyler Ferguson, who plays Mitch on the show, also enthusiastically
picked up on our campaign (he even put the creative image on his personal
Instagram).
Cam & Mitch got engaged in a September 2013
episode of Modern Family
12
Thursday, November 14, 13

38. Sometimes narratives define history
13
Thursday, November 14, 13

39. Seeing the bigger picture
Rachel Depree, Senior Manager, Engagement
November 2013

41. 3

43. 5

44. Seeing the bigger picture
Sky’s approach to building a sustainable business
Summary Report 2013
6

45. sky.com/biggerpicture
@SkyBiggerPic
7