Project type

Challenge

SABMiller – the world’s second largest brewer – needed to launch and embed its new sustainability ambition across six continents. SABMiller wanted to reposition sustainability from being a good thing to do, to something that was integral to the company’s success.

Insights

At its heart, the new ambition recognised a fundamental business truth: when the environment and local communities do well, so does SABMiller. And when SABMiller does well, so do local communities and the environment. This virtuous circle takes sustainability beyond a siloed concept; it aligns sustainability directly to the company’s success.

Actions

  • Named the new ambition ‘Prosper’.
  • Wrote the Prosper story and defined how SAB Miller should talk about it to employees and the outside world.
  • Developed all communication materials to launch Prosper internally and to sustainability press.
  • Developed internal engagement plan, which used SAB Miller’s intranet and social channels to host debates, spread awareness and encourage people to share ideas.
  • Devised the campaign strategy and created the materials to promote The Mackay Awards, an internal awards programme that recognises the teams bringing Prosper to life and spreads best practice.

Results

The Launch coverage went beyond sustainability press and was featured in BloombergBusiness.

In its first year alone, the Mackay Awards received around 100 entries from across the business.

BIG IDEA

Remember

Aligning your sustainability strategy to your core business is the most powerful way to embed it and get people to take action.
CAMPAIGN MATERIALS

Activation

We devised the campaign strategy and created the materials to promote The Mackay Awards, an internal awards programme that recognises the teams bringing Prosper to life.

Results

100
entries to the Mackay Awards
in its first year alone.
SOCIAL MEDIA
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