8 Examples of Sustainability & Social Impact Communications Done Well
Communications can be a powerful catalyst for change, yet it is surprisingly hard to find strong examples of sustainability and social impact communications that *actually* grab our attention and motivate action.
In their Stanford Social Innovation Review article “The Science of What Makes People Care”, researchers Ann Christiano and Annie Neimand write:
If you’re finding that your communications strategies aren’t working, consider this:
People fail to act not because they do not have enough information, but because they don’t care or they don’t know what to do. If you start with this perspective as the foundation for your work, you can craft a strategy that helps people care and tells them exactly what you want them to do.
In your work to make the world a better place, you don’t have a moment or penny to spare. Investing your communications resources simply in spreading information will not inspire anyone to get behind your cause.
If you want people to get on board, you have to make them care, and you have to show them how they can make a difference.
In the article, Christiano and Neimand share five research-based principles that can help with building and assessing your communication strategy and designing efforts more likely to result in belief and behavior change. In Reconsidered’s Sustainability Change Agent Accelerator, we recently discussed these principles and crowdsourced several examples that exemplify them.
Here is our working list, which includes some of the examples we have surfaced (so far) of effective sustainability communications, from short films and campaigns, to Instagram memes and speeches.
The Examples
Follow The Frog (Campaign Video from the Rainforest Alliance)
This Rainforest Alliance campaign flips the script on traditional storytelling by hilariously narrating exactly what NOT to do if you want to help preserve the rainforest. The clear and simple call-to-action presented after following the main character of the story on his epic fail of a “save the rainforest” crusade is so tangible and accessible that the audience is left feeling that they can easily make a difference.
A Message from the Future II: The Years of Repair (Short Film from The Intercept)
A beautifully animated short film that uses the power of imagery to (quite literally) paint a hopeful vision of the future in which 2020 is a historic turning point, and where we learn from the mistakes we have made to build back a better society. The film takes the viewers on a journey to reflect on the past, acknowledge the poignance of the present and feel inspired to strive for a better future.
The Gamechangers (Documentary)
Rather than trying to convince fitness folk to give up meat and dairy in order to help save the planet, this documentary film instead acknowledges the target audiences’ values and goals by showing how some of the world’s strongest elite athletes, ultimate fighters, weightlifters and bodybuilders use a plant-based diet to stay at the top of their game; thereby abolishing the myth that you have to eat meat to be strong and encouraging more people to adopt a vegan lifestyle.
“Going Back To Normal” Drake Meme (Instagram Post from Futerra)
Futerra really nailed how to resonate with a Gen Z target audience in a platform-specific way with this one. Although the post itself is very simple, the combination of an already infamous and highly circulated Drake image, paired with a complex, crucial and timely message, is spot on and needs no further explanation.
UN Secretary General on Climate Change (COP27 Opening Speech)
António Guterres’ opening speech at the COP27 UN climate summit in Egypt was a poignant example of how to use metaphorical and visual language to ensure the audience remembers the messages being shared. Some of the most vivid sentences include: “We are on a highway to climate hell with our foot on the accelerator,” and, “A window of opportunity remains open, but only a narrow shaft of light remains.”
Choose the World You Want. Choose Fairtrade (Campaign Video from the Fairtrade Foundation)
By using vibrant and joyful imagery, colors and sounds to invoke positive emotions and motivate people to recognize the power of their everyday choices, this campaign clearly communicates the values of the organization without suggesting that the viewers should feel guilt or shame — which we know is not an effective approach for inspiring change.
Good Leads The Way (Advertisement from United Airlines)
Feel-good storytelling at its finest. This United Airlines ad has a beginning, middle and a no- ending ending, and puts us smack bang in the middle of the story. The familiar story-lines, candid cute imagery, uplifting music and energetic pace can’t help but leave you feeling all warm, fuzzy… and wanting to know more.
#ShowUsYourLeave (Campaign from theSkimm)
What started as an Instagram post and developed into a viral campaign, has now turned into a global initiative to give unprecedented insight into parental leave policies in the private sector in the U.S. And all thanks to a very clear call to action: #ShowUsYourLeave. The campaign demands that companies publicly share their paid family leave policies in hopes of raising awareness about the issues people are facing across America, and inspiring change.
#ShowUsYourExamples
Got an example which you think should be on this list? Share it in our private LinkedIn Group and we’ll see about adding it!
Go Deeper On Sustainability Storytelling
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