Convention on Biological Diversity - Best Green International Campaign
|Convention on Biological Diversity - "The International Year of Biodiversity"
|Green Awards 2010
|Best Green International Campaign
Background & Objective
Biodiversity is a scientific concept of enormous complexity. For many people living in the world’s richest countries, or for the rapidly increasing numbers of people living in urban areas, biodiversity loss is also something that happens elsewhere, to other people. How do we convince policy makers and the public alike that biodiversity is a relevant concern, worth more living and thriving than as short term profit or gain?
The Secretariat for the Convention on Biodiversity faces this challenge everyday; they exist solely to oversee the implementation the objectives of the Convention itself. For this brief, it was clear that ‘communication as usual’ (continuing to raise the alarm on loss and extinction) would not do. Despite current extinction rates, and despite government signatories to the Convention failing in many cases to meet their 2010 targets, the International Year of Biodiversity needed to approach the challenge from a new angle.
The objectives for communicating the International Year of Biodiversity were as follows:
• Enable and encourage organisations around the world to participate in, and communicate further, the International Year of Biodiversity
• Raise awareness globally of the urgent need for biodiversity conservation for human wellbeing
• Celebrate the considerable infrastructure that already exists to help people conserve biodiversity
• Motivate and inspire tangible conservation action around the world in 2010 and beyond
To IYB was clearly communicated through a ‘brand toolkit’, consisting of the logotype, core messaging and a set of clear and easy to use brand guidelines. The guidelines were translated into the 6 official UN languages and are available for download from the CBD’s website for the International Year of biodiversity. They were packaged and sent to key partner organisations and groups, some without easy access to internet.
For the logotype, the guidelines explained the concept of discovery and realisation, and provided clear instructions for usage.
For the messaging, the guidelines outlined both the purpose and aims of the messaging, as well as how the messages themselves should be used. A series of different types of message were developed, from the overall slogan ‘Biodiversity is Life’, to a narrative designed to tell the inspiring story of biodiversity and our place in it. Crucially, the framework also enabled people using the toolkit to insert their own call to action into the messaging framework, allowing them to focus their communications on issues and actions most relevant to their local area.
This foundation has enabled the logo and messaging to be used effectively across an exceptionally wide range of channels. More traditionally, it has featured across both online and offline press media, social media, on letterheads, posters and collateral used at events and co-branded events, initiatives and programmes run by other organisations.
The logo has also featured on the tail fin of an Airbus A380, was carved from bushes outside the Montreal City Hall, jointly sponsored an international football kit, and even made up part of a floral decoration of a well in North England.
This work was aimed at a global audience – all over the world, across institutions ranging from government offices and academic institutions, to local NGOs and community organisations. The audience was the ‘global public’.
The goal of the International Year of Biodiversity was to raise awareness of the need to conserve biodiversity, and to provide partners across the world with the tools and inspiration to encourage action. The International Year of Biodiversity is still being observed, and at the time of this application submission, the logo and core messaging had been adopted in 146 countries, and in 29 languages, and seen by millions of people from Brazil to Britain, Georgia to Japan.
There are currently over 1500 organisations worldwide who have officially applied to use the logo (and hundreds more who are unofficially using it!). The types of organisations currently include 90 different governments, 388 NGOs, 3 indigenous communities, 40 museums, 21 UN agencies, and 969 other organisations.
The logo and core messaging have been used at 426 separate events over the year, ranging from high profile political conventions to the African Cup of Nations, where it was used as the official ‘sponsor’ for Puma’s Play for Life Africa football kit.
Budget for developing the logo and messaging for the campaign was around $30,000.
“The CDB campaign is a very beautiful, well executed and informative campaign. It has helped to mainstream biodiversity from being a very technical and very bureaucratic subject to one of global concern and hope. This logo and message has been very widely seen during 2010 in cultures and languages as diverse as biodiversity itself! Biodiversity is the most overlooked, sustainability issue.”
RSA Environment Awards Secretariat, IMS Consulting, St. Nicholas House 31-34 High Street, Bristol BS1 2AW
As one of the world's leading home improvement retailers, Kingfisher is in a unique position to help people create sustainable affordable homes of the future. A key focus of Kingfisher’s Future Homes CR strategy is to provide eco products, information and advice to enable customers to reduce the environmental impact of their homes.
Concept & Implementation
Kingfisher works closely with its Stakeholder Panel to ensure that its CR report addresses key areas of interest to its stakeholders. The current report covers 14 key issues which fall under its 7 Goals.
On Kingfisher’s CR home page, are linked to a number of ‘hot topics’ such as eco products and timber. To ensure the report provides a balanced account, Kingfisher includes a section called ‘areas for improvement’ (for each of the 7 Goals) and the summary report identifies key strategic challenges and its response.
Kingfisher’s CR Report includes a short summary report (printed and PDF versions) which provides a high level overview and a full online report (see www.kingfisher.com/cr).
This year, Kingfisher made a number of improvements to its online report in order to more effectively engage readers. For example, new features include:
- Home page ‘flash panel’ to provide a quick overview of its Future Homes strategy.
- Eco product stories featuring some of its latest innovative eco products
- Overview page showing CR highlights and a snapshot of group performance data.
- A range of video case studies demonstrating the eco transformation within stores at B&Q UK, Castorama France and Brico Depot France.
- ‘Create your own report’ section (within Resources)
- New interactive charting tool of operating company progress – so users can view progress either by operating company or by issue
Kingfisher posts regular updates on the site to involve readers in an ongoing dialogue. Each page includes a footnote to explain how frequently it’s updated and the period covered.
New design elements
This year, the online report was completely redesigned and rebuilt. The style is consistent with the overall redesign of the corporate website, but has its own distinctive design components. New photographs have been chosen to demonstrate sustainability in action such as B&Q UK’s new eco shops.
This website is designed and built to W3C accessibility standards and provides access to people with disabilities using technologies other than standard web browsers, such as screen readers.
Kingfisher is committed to working with its stakeholders, not only to provide information important to them, but also to create a two-way dialogue which enables the essential exchange of ideas and communication.
As a parent company, its main audiences are investors and CR specialists such as non-governmental organisations. However, as an international business, with over 78,000 employees and nearly six million people visiting stores every week, its potential audience is global and across all demographics.
Kingfisher has targets for each of its 7 Goals and reports annually on progress. This year, Kingfisher made good progress in reducing its store environmental impacts e.g. reducing its total CO2 equivalent emissions (from energy and transport) by 8% and cutting total disposed tore waste by 10%.
Kingfisher is now working with independent sustainability experts, Forum for the Future, to set long-term targets up until 2020.
Kingfisher’s Chief Executive, Ian Cheshire, does his own video introduction for the report each year – setting out key priorities from his personal perspective. Ian’s video this year was filmed in one of the first ‘eco shops’ within B&Q UK. Ian is one of the leading sustainable business pioneers, regularly participating in environmental news debates, conferences and panel discussions. Ian and other members of the Retail Board now have CR objectives linked to bonus payments.
The report also includes an introduction from Ray Baker, Director of Corporate Responsibility and Government Affairs.
“Kingfisher report is structured around a clear and powerful idea, ‘Future Homes’, which makes this report more than just a collection of targets and progress. Kingfisher demonstrates a good understanding of the role they can play on delivering a sustainable future.”
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