PWC ESG Leaders
How did we position the ESG topic for PwC in the business public and initiated strong feedback to the ESG Leaders contest?
We devised communication with a clear goal for PwC to make the ESG topic more visible, relevant and present in the business public, with additional positioning of PwC as one of the key players in this area. Through integrated media, digital and event communication, we contributed to a large number of applications in the first year of the contest already, with 150+ media reports and strong presence on digital channels.
Challenge
Our task was to additional open the ESG topic toward the business public, while building a credible communication framework for the ESG Leaders contest.
The challenge was not only in the promotion of the contest itself, but in pointing out the significance of implementing the ESG standards in business operations and highlighting organisations and individuals whose decisions and activities contributed to more sustainable and responsible business frameworks. Furthermore, it was important to additionally strengthen the position of PwC as the leader in the area of ESG and demonstrate its commitment to sustainability and CSR topics through this platform.
Therefore, we needed a strategic approach combining market education, contest promotion, and credible positioning of the client into a unique communication whole.
It was required to have a strategic approach to communicate both the program and a broader social value of the institution itself.
Solution
We based our approach on integrated approach that covered the media, digital channels and events, with an aim of making the ESG topic visible, understandable and relevant to the general business community.
We built communication in several key directions:
- + Media campaign about ESG - raising awareness about the significance of the ESG principles and the contest itself
- + Digital promotion – communication of the ESG standards and the contest through relevant online channels
- + Media workshops – education and engagement of media representatives in the ESG topics
- + ESG prize ceremony – event organisation and granting of prizes to the leaders in the area of sustainability
In this manner, not only did we promote the contest, but also built a broader narrative about the significance of the ESG principles in modern business operations. Through carefully devised communication, we created room for discussion about sustainability, responsibility, and positive business practice, whereas the prize itself became a platform for recognising and promoting organisations and individuals that made tangible progress in that area.
The strength of the project was in a combination of strategic content, relevant media presence and event that added visibility and institutional relevance to the topic.
Results
- Exceptionally high number of applications to the contest in the first year already
- Više od 0 medijskih izveštaja
- Više od 0 objava na digitalnim kanalima
- 0 reach
- 0 views
Conclusion
Through this project, we demonstrated that communication about ESG had to go beyond a declarative approach and to become specific, educational and visible. With an integrated approach, we managed to simultaneously promote the contest, open a broader business topic, and additionally strengthen PwC’s position in the area of sustainability.
When we make a complex topic relevant and accessible from the aspect of communication, it obtains a capacity to initiate real interest and active market participation.