Promoting a truly responsible business
Each year, leading rural insurer NFU Mutual creates a Responsible Business Report and accompanying campaign to showcase the positive, real-life impacts their responsible business projects and initiatives have on their members and the wider community.
In 2022, the campaign also coincided with the launch of NFU Mutual’s new Environmental, Social and Governance (ESG) strategy, which aimed to firmly integrate the brand’s responsible attitudes and sustainable practices into its core business operations by setting key performance targets.
Follow the NFU Mutual Instagram @nfu_mutual
Find out more about NFU Mutual's Responsible Business Strategy here
Deliverables
- Creative strategic planning
- Interactive report design and copy
- Social content
- Video content
- Employee assets
Our strategic approach
Step one was to create a comprehensive communication plan that included the most suitable channels for engaging the range of stakeholders and target audiences. We wireframed key assets and mapped the desired user journey, identifying important touchpoints and establishing KPIs to measure success.
We created an initial design and suggested pagination for the report, collating the content to align with the four key ambitions of the overarching ESG strategy.
To create a compelling narrative for the campaign, and to make the strategic approach more appealing and accessible, we also scripted a film to be delivered by NFU Mutual’s Chief Executive and key members of the team.
The report
The finished Responsible Business Report highlighted the brand’s ESG ambitions and set out targets for the coming year. We featured important case studies alongside clear data and statistics to showcase the impact of NFU Mutual’s responsible business approach.
Brief data-driven copy, full screen images and simple navigation made it easy for readers to follow and understand our messages. And by embedding video and other social content into the report, we were able to present NFU Mutual’s commitment to doing business the right way in a strategic yet engaging manner.
Supporting assets
We used social media to tell a range of inspiring stories about the good NFU Mutual had done throughout 2022, and would continue to do – for their members, their communities and the planet. A clear, consistent visual approach was maintained throughout, linking closely to the branding of the report.
We also provided the teams at NFU Mutual with assets like PowerPoint templates and email signatures to help them drive further awareness of the campaign.
Follow the NFU Mutual channel here: @nfu_mutual
Supporting Presentations
Agency Giving Fund Film
One of NFU Mutual’s responsible business initiatives is also their Agency Giving Fund. Launched in 2020, the fund provides support to local frontline charities nominated by the NFU Mutual Agency network. In 2022, it donated £1.92 million to a diverse range of causes, including food banks, air ambulances and mental health charities.
As part of the wider Responsible Business campaign, NFU Mutual asked us to create a film that showcased the important work these charities were carrying out, and highlight the impact the donations were having.
Our film took viewers on a journey across the UK, highlighting just a few of the charities involved and illustrating how and where the fund had made a difference. It featured a combination of user-generated content, stills and animation to engage and inform the audience about the impact of the Agency Giving Fund.
