Purpose-Driven Storytelling through Mainstream Media

Sandja BrügmannRefresh Agency @sandja

Signe WennebergWenneberg and Co. @signewenneberg

Simon HodgsonCarnstone Partners LLP @hodgson_simon

641,647people

595,560people

Employees Greenhouse GasEmissions

Extractives544milliontCO2e

Media3.8milliontCO2e

What’s our impact?

Source:MirrorsorMovers

1.Howcanyouuseframingtechniquesstrategicallytogetyourstorythroughtothemassmedia?

10minperquestion

2.Whataresomeoftheopportunitiesandchallengesyoufacewhentryingtogetthroughtomainstreammedia?

10minperquestion

3.Ismediamerelyamirrorofwhatgoesoninsociety,ordoyoubelievethemediacanmoveperceptionandbehavior?

10minperquestion

1.Tellaboutbusiness-drivenpurpose,socialandenvironmentalefforts– notphilanthropy.

2.Informandinspirehowbusinessopportunities arecreatedthroughsustainabilityandsocialimpactefforts– not justcomplianceandriskmanagement.

3.Tieyourbusiness’sustainabilityeffortsintonationalorglobaleffortsandtrends - ex.UN’sSustainabilityDevelopmentGoals,anti-advertising,genderequality,waterissuesetc(abigtrendatthismoment).

5Tipstolandpositiveattentiononyourpurposeandsustainabilityefforts

4.Beauthentic,beopen,honest andtransparentaboutyoursustainabilityvisionandcurrentefforts.It’sacomplicatedjourneywithwinsandlearnings,likeeverythingelse.Sharethewins,learningsandstruggles.

5.Humilityisimportant.Speakingopenlyabouthowyouhandlechallengesmakesyoubelievable,relatableandarealhumanbeing– sharedknowledgeinspiresothers.Dropperfection,embraceimperfectionandlearningasaprocess.

5Tipstolandpositiveattentiononyourpurposeandsustainabilityefforts