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2 360 Degrees of Storytelling A panel discussion with Rainforest Alliance, Avery Dennison and 3BL Media Moderator: Robin Perkins, EarthShare
3 Meet our Storytellers Susan Arnot Heany, Director of Marketing, Rainforest Alliance Helen Sahi, Senior Director, Sustainability, Avery Dennison Dave Armon, Chief Marketing Officer, 3BL Media
4 I d love for customers or restaurant employees to say to me, How can you translate sustainability into stories that mean something to me and my community? We spend so much time immersed in technical jargon: energy data; carbon footprints; environmental materiality; ROI; and the list goes on. Outside our sustainability circles, these topics don t make it easy to connect with people and unlock their passion, which is necessary if we re going to move toward the behavior changes we want to see in our global society. Jenny McColloch, director, restaurant sustainability, McDonald's Corporation
5 The Sweet Spot Juncture Business Public Sector Social Good
6 Have you ever wondered about the Power of a Green Team? When the Green Team at this U.S. multinational banking and financial services company learned about serious declines in the bee population that provides about $20 billion worth of pollination to our nation's crops, they decided to do something about it. Their Green Team sprang into action in partnership with The Bee Squad, a University of Michigan initiative. Team members worked side by side with local beekeepers and university staff to create a pollination corridor, simultaneously creating habitats for bees and providing meaningful work experiences for urban youth. Employee Green Teams are a transformational force. Don t miss your opportunity to change the world. Join the ABC Company Green Team!
7 Follow the Frog
8 Follow the Frog (2012) Three elements of success Quality production Engaging storytelling Relevant and clear mission
9 Follow the Frog Video Awards Best Nonprofit Video of 2012 DoGooder Nonprofit Video Awards Viral Video Award Berlin International Short Film Festival Most Viral Sustainability Goes Viral Video Contest, Eco SXSW Cannes Bronze Lion Cannes Lions Innovation Festival 2013 TED Ads Worth Spreading 2013 AICP NEXT Award Cause Marketing 2013 AICP Nominee Editing and Copywriting 2013 Interfilm Jury Award Viral Video 2013 Webby Nominee Public Service & Activism 2013 EthicMark Award Nominee 2013 Communicator Awards Online Video: Non-Profit 2013 People s Telly Award Commercial or Mktg Piece 2013 Telly Award Silver Online / Internet Commercial 2012 Epica Awards Gold Public Interest
10 But let s take a step back
11 Vision: Planet and People Prospering Together The Rainforest Alliance works to By transforming Conserve Biodiversity Ensure Sustainable Livelihoods Land Use Practices Business Practices Consumer Behaviour
12 Brand Pillars Stronger Forest, Healthy Communities We protect and conserve forests to solve global challenges, help restore balance and create healthy communities. Better Together From farmers and foresters to consumers and businesses, our network works together towards impactful solutions for tomorrow. Everyday Action We believe every action makes a difference, and we encourage better, more thoughtful decisions that together drive meaningful change.
13 How to communicate all this? The Problem: Sustainability doesn t mean anything real to the average person. Too often it brings to mind technical issues or seemingly insurmountable environmental challenges. The Opportunity: The moment is ripe for disruption. More than ever before, people want to live meaningfully and engage brands with purpose. The Rainforest Alliance Response: Create a movement for the values underpinning sustainability, driven by the stories of the people driving impact or benefitting from positive change.
14 Leverage all communications vehicles
15 The Usual Suspects Rainforest Alliance website: rainforest-alliance.org B2C Frog Blog B2B Frog Business Blog Conferences and trade shows Consumer events and promotions Cause marketing Social media Employee events and education
16 Embed your messages in stories
17 The Man Behind Your Chocolate Video (2013) The Road to Better (2014) 2013: A day in the life of cocoa farmer Adrien Kouadiou 2014: Adrien returns to undertake a fact-finding journey to London to see how his cocoa bean becomes chocolate.
18 Rainforest Alliance Partner Zone on The Guardian: People-focused storytelling Bylined by Rainforest Alliance employee
19 Invite input to engage your people: #FollowtheFrog User- Generated Content
20 Rainforest Alliance and Avery Dennison
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30 Toyota s Project Blaid
31 Encourage Employee-Generated Content
32 Take the Audience on a Journey
33 Repetition is Effective
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