DIRECTIONS

MONTHLY
SUPPLEMENT
MAY 07

TRENDS AND ISSUES IN THE WORLD

OF CORPORATE REPORTING

CORPORATE
RESPONSIBILITY AND

Y
BRANDS – A COAT OF
FRESH GREEN PAINT

LIT
OR THE NEW STRATEGIC
BATTLEFIELD?
ATE
IBI
S
D B ONS
ND
POR

RA
AN SP
COR
RE
 Directions Monthly May 2007 Issue 12

Corporate responsibility in advertising

With just about every brand now rushing to promote its environmental,
ethical and responsibility credentials, we thought it was time to assess
how much substance there really is to it all.
In this specially extended edition of Directions Monthly we take a look at
how deep CR really does go in these organisations and we try to identify
what is strategic, and therefore likely to be sustainable, versus what is
just opportunistic greenwash. To do this we have taken a (admittedly
unscientific and subjective) look at advertising campaigns from around
the world. These are our views as practitioners in the field of CR. But we
don’t have to produce advertising for these companies, so we’ve also got
an expert’s view. We have invited Cilla Snowball, Chairman of AMV.BBDO,
to give us an insight into how two of her agency’s clients have
approached the integration of aspects of CR into their consumer
propositions – and it’s interesting stuff.

Nigel Salter Lucie Harrild

With corporate responsibility now playing a key role in mainstream

consumer advertising there can no longer be any doubt about its
contribution to a company or a brand’s reputation and success.
Nigel Salter
Director, salterbaxter
Mass market campaigns now feature
messages from the full range of CR issues:
ethics, environment, social responsibility,
climate change, and values are all being used A MORI poll in January
to help market products. And there are some
obvious reasons why this new wave of ethical
2005 reported that only
adverts are being produced. A MORI poll in 5% of the UK population
January 2005 reported that only 5% of the said the environment was
UK population said the environment was ‘the
most important issue facing Britain’. In ‘the most important issue
January 2007, this had nearly quadrupled to
19%. And a new WPP study shows that climate
facing Britain’. In January
change is now the number one issue that UK 2007, this had nearly
consumers are hearing about – with 85%
hearing about it. A recent report by quadrupled to 19%.
management consultancy Arthur D Little also
explained how it saw leading companies and
innovators moving beyond the original
parameters of corporate responsibility. The
report argues that real innovators are now
focusing on what it terms the corporate
responsibility opportunity or CRO. Their
insight is accurate although their terminology
is pure jargon.

This all points to the fact that CR now has fully

fledged commercial wings and it’s not rocket
science to work out why. We think the real
challenge is to identify what actually works
and how to tell the difference between hot air
and hot ideas...
Directions Monthly May 2007
An overview from salterbaxter…
(A selection of campaigns reviewed and dissected)
salterbaxter green rating guide 1 Dove
The campaign for real beauty
Bleeds green Deep green (www.campaignforrealbeauty.co.uk)
What I like about this campaign is that it
isn’t a defensive response to an awkward
subject. It’s true there was an issue for all
Wishy-washy green Puke green fashion and cosmetics brands to think
about – but this wasn’t an obvious response.
This is a good contrast to the effective but
slightly defensive response of oil firms
talking about future energy sources.
Dove’s campaign features real women (not
models) and celebrates each one’s unique
beauty. This taps into the very real debate
about how female models are too thin and
how the world’s preoccupation with skinny
waifs has contributed to undermining
female self-esteem. Dove’s ads have also
been adapted in clever ways to suit
different markets and challenge local
stereotypes. In Japan the campaign
broached the subject of eyelid surgery
and in Brazil they featured a woman with
small breasts.
Dove has also now launched a fund to help
organisations which address eating and
self-esteem issues.
To me this campaign is genuinely strategic
as it has completely re-directed the way in
which this brand is talking to its customers.
It’s got substance. It’s focused on well
defined issues which are relevant. It’s
groundbreaking and it has got proper
follow through outside the purely
marketing aspects. This one works – and I’d
go further. This is one of the best examples
of the social and commercial combining to
make a brand story more effective.
2 Peugeot
The Peugeot 206 HDi – ‘Le Mouton’
(www.peugeot.fr)
Run in France, this campaign shows a car
parked in the countryside. It gets sprayed in
mud and is then approached by a sheep.
The sheep looks at the mud then wipes
Issue 12
itself along the side of the car to clean it all
off. The ad finishes with a focus on the line
‘Peugeot 206 HDi – Clean technology.
Nature will remember’.
This is a classic case of a company simply
trying to paint on some environmental
credentials. There may have been some
improvements to the car’s technology but
in essence it’s the same product that has
been marketed without the environmental
credentials for years. This is the sort of
opportunistic adoption of a topical subject
that most consumers see straight through.
Not strategic and not particularly
imaginative.
3 Chevron
Will you join us
(www.willyoujoinus.com)
This campaign has been run across most
media but it all ties in to a website where
Chevron state ‘To deliver the world’s
energy, we need yours first’. The site also
features a brilliant counter device which
shows how much oil and gas has been
consumed globally during your visit to the
site. The site is then basically a debate
forum which airs views and analyses all the
issues relating to the subject of the world’s
energy needs.
As mentioned earlier, whatever the oil
companies do has a hint of the defensive
because of the nature of this debate, so
cynics could just brush this campaign aside
as ‘they would say that wouldn’t they’. But
there is real substance here and the open-
ended debate approach could be argued to
be less arrogant than BP’s ‘beyond
petroleum’ positioning.
This campaign is thoughtful, it has serious
contributions from academic and other
sources and it doesn’t shirk some of the
difficult points. A good reference point for
any company seeking to engage in a debate
rather than just pontificate.
continued >
Directions Monthly May 2007
An overview from salterbaxter
continued
4 GE
GE ecomagination
(www.ge.com/ecomagination)
GE made a big noise about its investment
into R&D for green technologies and this is
the campaign that backs it all up.
From water desalination to energy efficient donated to nominated charities. I was
lighting GE is now pouring millions of
dollars into new products that help to
tackle environmental/sustainability issues. the CR debate.
So this is grounded in real change and is
possibly the most impressive commercial
response from any major industrial
company to this issue. There is obviously
huge financial potential in getting this
right too, so the advertising is crucial.
And the campaign doesn’t disappoint.
There are numerous different ads and they
all paint an exciting picture of how
technology can be applied to solve some
big environmental challenges. There’s a
real spirit of adventure to the campaign
and it shows that green issues and
technology don’t have to be boring.
This is again a perfect example of a
company working on the CR opportunity,
bringing commercial thinking to bear on
some serious CR issues. I was just slightly
concerned that some of the reality of what
was being done wasn’t matching the hype
– but I don’t want to be too cynical. This is
firmly rooted in business strategy and is a
powerful commercial proposition.
5 Ford
Ford Escape Hybrid
(www.ford.com)
A US ad for the hybrid mini 4x4. I don’t
want to pick on the car industry but this is place. Top marks.
an appalling example of some green gloss
being applied. Yes the car is more fuel
efficient but the ad actually features
Kermit the frog (for no other reason than
he’s green) and then at the end of the ad
the blue Ford logo turns green before your
eyes! To my mind this ad actually does a
complete disservice to the technology
that’s been applied to the car. This is
almost a caricature of the stereotyped
view of environmental issues – unless it’s
being ironic? Possibly the best example
I’ve seen of how not to address the
CR/environmental agenda in marketing.
6 HSBC
HSBC Green Sale
This was a special campaign run from
December 2006 to January 2007
featuring a green paw print and explaining
that for every product bought through the
green sale a sum of money would be
rather surprised by this campaign as HSBC
have taken a generally sensible position in
As far as I can see, this campaign is just
opportunistic – a poor attempt to sell more
products on the back of donations to
charity. This isn’t innovative and I’d be very
surprised if it worked (happy to be told
otherwise though). Surely most people just
see through this type of approach.
The campaign was also confusing as it
didn’t really make clear which products
it related to anyway.
All in all I think this is pretty disappointing
and it certainly doesn’t communicate a
clear-sighted, planned strategy from the
bank. Surprising, as much of the work
they’ve done in the CR field is based on
good substance.
7 Diesel
Diesel Climate change ready
(www.diesel.com/#/globalwarming)
I’d also like to make a special mention
of the new Diesel ‘Climate change ready’
campaign. Featuring it’s range of skimpy
and cut back summer clothing this campaign
should stand as the best reminder to all of
us not to take ourselves seriously – and
that irony and humour are rarely out of
Issue 12
So where’s this
all taking us?
Things appear to be moving very fast. I think
that even 12 months ago the picture for this
testing of the temperature would have given a
remarkably cold reading. But there is no doubt
that the full range of social and environmental
issues are now factored into mainstream
advertising and brand campaigns – and
increasingly as the fundamental strategy. The
Diesel campaign also shows it’s already being
parodied, a sure sign it’s in the mainstream.
The big public issue of our times is climate
change and this will undoubtedly register as
a big area of focus in the coming years. But
does this usher in an era where companies will
be competing on climate friendly credentials?
I think it probably does.
There appears to be a genuine transformation
of the landscape taking place. The key in all
this though is that consumers will see through
the companies that are simply applying a light
green wash to help re-package existing
products. The test is whether or not the
product is being dressed up or whether the
approach has deeper strategic roots. Dove’s
approach was a full re-appraisal and
re-definition of the brand’s proposition.
HSBC’s green sale was just opportunistic.
I think responsible and ethical credentials
are becoming the most important brand
battleground for the coming years. But
responsibility is becoming an essential though
not sufficient ingredient for a successful
brand. Innovators will see this and really get
to grips with the massive opportunity
presented. The followers will be found out.
Miss out on this transformation,
underestimate it or get it wrong at your peril.
 Directions Monthly May 2007
The view from the practitioner…
We’re working on more and more CR campaigns with our
clients and CR is definitely moving from corporate affairs silo
to mainstream consumer and marketing priority.
Cilla Snowball
Chairman, AMV.BBDO
We’ve been working on CR programmes with
our clients for several years now. It’s not a
new phenomenon. Responsibility goes right
to the heart of brand strategy and recognises
the crucial role of business in making a
difference in society. The ‘win-win’ is mutual
and multiple.
Consumers are driving this and increasingly
making ethical considerations in buying
decisions. And they do so with conviction
and enthusiasm – worthwhile doesn’t have
to be worthy.
Active Kids for Sainsbury’s shows what can
happen when an organisation gives its
thousands of colleagues and millions of
customers the tools to make the difference.
It is fun, worthwhile and it works at an
individual and brand level, in schools and in
the business.
The Diageo Responsible Drinking initiative,
whilst different in tone and message also
recognises a commitment and ambition to
address a major societal issue with compelling
and relevant communication.
We’re working on more and more CR
campaigns with our clients and CR is
definitely moving from corporate affairs
silo to mainstream consumer and
marketing priority.
Issue 12
Case study 1
Sainsbury’s
Active Kids
We are a society obsessed by the food we
eat and the health consequences of the
wrong decisions. Many brands have been
caught in the storm around unhealthy
food and its particular consequences for
our children.
Media coverage is overwhelmingly about
unhealthy food, but research showed that
people were consuming fewer calories
than in the past – the issue was they were
exercising much less. Sainsbury’s believed
that to compete in the future, retailers
would have to get serious about health
by focusing both on food and activity.
A great cause-related idea would have
two elements:
1 a scheme with genuine benefits
to the cause; and
2 the involvement of Sainsbury’s
shoppers to enable Sainsbury’s both
to fund and profit from the scheme
(a genuine win-win).
We created a scheme dedicated to the
cause of kids activity (not just sport),
administered through schools –
Sainsbury’s Active Kids.
The more you spent in-store, the more
vouchers you got. Customers decided
which schools receive vouchers and hence
which benefit most. Schools decided what
to spend the vouchers on, ‘buying’ goods
from a catalogue administered by a third
party supplier.
continued >
Directions Monthly May 2007
Sainsbury’s Active Kids
continued
Each Sainsbury’s store had an Active Kids
‘champion’ – a colleague responsible for
co-ordinating store activities, and
reaching out into the community served
by the store and working with local
schools. Active Kids was communicated to
Sainsbury’s customers in advertising and
communication featuring Kelly Holmes.
Active Kids was at the centre of the
Sainsbury’s brand during the campaign
period, advertised on TV and promoted
in-store.
Success for the cause
80% of UK schools are registered and
27,000 schools have placed 31,000 orders
for equipment from the Active Kids
catalogue.
Active Kids has increased activity rates in
schools, not only in primary schools, but
also in the much tougher secondary school
environment. Teachers have reported
improvements in both these areas. 56%
of primary school teachers and 34% of
secondary school teachers report that kids
have become more positive about physical
activity. 64% of primary school teachers
and 39% of secondary school teachers
report that kids have become more
interested in healthy eating as a result of
the scheme.
The simplest effect of the scheme has
been to make physical activity more
enjoyable for kids – 71% of primary school
teachers report that this has been the case
(it’s a tougher task in secondary schools,
but 46% of teachers there report
improvements).
Issue 12
Success for the business
The scheme has generated an increase
in fruit and veg sales, up 10% during the
weeks of the campaign in response to
the double points offer on these items.
This was a unique part of the Sainsbury’s
scheme and reflected a balanced
commitment to healthy food and activity
in tandem. The more Sainsbury’s
customers have spent, the more vouchers
they have been able to donate to local
schools, building strong links between the
store and the community.
In 2007, the scheme will develop further,
with the Active Kids catalogue available to
Scout and Guide groups and now including
cooking equipment to help promote the
education of healthy eating.
The long-term implications of Sainsbury’s
involvement could be dramatic. Active Kids
could be seen in the future as a turning
point in the health of Britain’s kids as the
creativity and scale of Sainsbury’s were
applied to the problem to the mutual
benefit of brand, business and cause.
64% of primary school
teachers and 39% of
secondary school
teachers report that
kids have become more
interested in healthy
eating as a result of
the scheme.
Directions Monthly May 2007
The evaluation also
demonstrated that
consumers are eager
for the drinks industry
to play a role in
promoting responsible
drinking.
Case study 2
Diageo
Responsible Drinking
The ambition: Treated responsibly, alcohol
is associated with enjoyment and
celebration, but it is common knowledge
that excessive or inappropriate
consumption can cause health and social
problems for individuals and society. As
the world’s leading premium drinks
business, Diageo wants to be at the
forefront of industry efforts to promote
responsible drinking. Their approach is
based on the following key principles:
• set world-class standards for responsible
marketing and innovation
• combat alcohol misuse, working with
others on initiatives to reduce alcohol-
related harm
• seek to promote a shared understanding
of what it means to drink responsibly.
AMV.BBDO work with Diageo to deliver
integrated pan-European communication
campaigns to fulfil the last of these
principles.
The idea
‘Mirror’ shows a young woman observing
herself at a house party. At first she is
having fun, but then she becomes
ashamed by her behaviour, this is
completed with the strapline ‘Make sure
you like what you see’. A male execution
‘Many Me’ was also developed by the Irish
agency Language. The two adverts were
designed to reflect alcohol consumption
both in the on and off trade.
Issue 12
The work ran as a pilot test in London,
Manchester and Nottingham last year for
two months and is planned to run
throughout the UK from 1 May 2007 on
terrestrial and satellite channels.
Work that works
Evaluation of the 2006 pilot revealed that
communicating responsible drinking
messages through advertising can be an
effective way of raising awareness and
changing individuals’ attitudes to alcohol
consumption.
The evaluation found that after watching
the two executions:
• 57% of people said they would
reconsider how they drink as a result
of the campaign
• 75% said the campaign made them
question their drinking habits
• 93% thought it was important to
consume alcohol beverages within
sensible limits.
The adverts have been recognised across
the industry for their role in promoting
responsible drinking, with ‘Mirror’ being
awarded the 2006 Drinks Business Award
for Responsible Drinking Message.
The evaluation also demonstrated that
consumers are eager for the drinks
industry to play a role in promoting
responsible drinking – in fact 92% of
people surveyed thought it was good to
see an alcohol beverage company
advertising responsible drinking messages.
ABOUT US
SALTERBAXTER ADVISE
COMPANIES ON STRATEGY,
BRANDING, CORPORATE
COMMUNICATIONS AND DESIGN.

Our clients are extremely varied and include FTSE 100 companies; some
of the world’s most exclusive brands; independent, entrepreneurial
businesses; world leading educational establishments; law firms; private
equity firms and media companies.

We name companies, re-invent companies, and re-position companies.

We help companies communicate with shareholders and advise them on
how to address corporate responsibility. We launch, brand and re-brand.

A key area of our expertise is corporate reporting and we advise leading

UK and European organisations on strategy and design for their
financial and CR communications programmes. We currently work with
12 of the UK FTSE 100.

Our offer to clients is a balance of genuine expertise in reporting and

CR issues with a commitment to producing outstanding creative design.

This has been recognised with our work receiving numerous awards
including the ACCA award for innovation in sustainability reporting for
our work with O2.

Contact:
Nigel Salter Lucie Harrild
nsalter@salterbaxter.com lharrild@salterbaxter.com
Tel: +44 (0)20 7229 5720 Tel: +44 (0)20 7229 5720

Directions Monthly supplements our main Directions report. This report is published each
year and is now regarded as the UK’s most comprehensive analysis of the trends and
issues in CR communications. If you want a copy of the full Directions Annual Survey and
Report, call us on the number below or email directions@salterbaxter.com

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