Learning lessons from the Obama campaign:

How to ramp up your

CSR communications

2008
If there were ever a groundbreaking,
forward looking push to challenge
communications conventions, this was
it.
Eleftheria Parpis, AdWeek

HE MASTERED THE USE OF 360

COMMUNICATIONS

AND THE C WORD(S) OF CITIZEN

ENGAGEMENT & BRAND
CONVERSATION

HOW DID HE GET THERE?

HOW TO APPLY THESE BEST PRACTICES TO

YOUR CSR & SUSTAINABILITY
CAMPAIGNS?

OBAMA SYMBOLIZED CHANGE

A CHANGE IN TURBULENT ECONOMIC

TIMES

WHAT DOES IT MEAN TO YOUR

CSR & SUSTAINABILITY
CAMPAIGNS
Companies & brands need to
demonstrate
leadership on
issues that matters to their key
audiences & that are tied to a
social purpose (i.e. climate change,
access to health, etc.) in order to
show they can
contribute to a
better world
Create a vision and take on tough
issues, in a forthright, authentic
way

OBAMA EMPOWERED HIS AUDIENCE

2 TO ACT FOR THE GREATER GOOD
We know the battle ahead will
be long, but always remember
that no
matter what obstacles stand in
our way,
nothing can withstand
the power of millions of voices
calling for
change.
Barack Obama's YES WE CAN speech in New
ASKING
EVERYBODY
TO WORK TOGETHER
Hampshire
TO ACHIEVE COMMON
GOALS

WHAT DOES IT MEAN TO YOUR

CSR & SUSTAINABILITY
CAMPAIGNS
Companies and brands need to
CONNECT
& PARTNER with
their key audiences to
effect
positive change together and
make a difference
Empowering your audience
for a greater good is your
new currency to retain &
motivate
your
employees,
increase
loyalty
of
your
consumers, etc.

OBAMA PIONEERED THE EFFECTIVE

USE OF SOCIAL MEDIA

TO CREATE A MOVEMENT SPARKING

MEANINGFUL PARTICIPATION FROM
CITIZENS

WHAT DOES IT MEAN TO YOUR CSR &

SUSTAINABILITY CAMPAIGNS

Instead
communicating
message,
it a is about
of
genuinely engaging in two
way dialogues with your
multiple stakeholders
Give more power, not less,
to your target audience so
they feel ownership, so they
become advocates
Every company is a media
company:
you can now
create your
content
ownand start the
conversation

WHAT DOES IT MEAN TO YOUR CSR &

SUSTAINABILITY CAMPAIGNS

Understand yo target
ur
audiences needs
first

Identify
your
key
stakeholders expectations
first and talk to them in a
way that matters to them

IT IS ABOUT INSPIRING YOUR KEY

AUDIENCES

AND LETTING THEM TAKE OWNERSHIP OF

POSITIVE CHANGE

AROUND A POWERFUL CAUSE

THAT YOU WILL CHAMPION &

ADVOCATE

ULTIMATELY ENHANCING YOUR

CORPORATE & BRAND
EQUITY

TO LEAD & STAND OUT IN A CROWDED

MARKET

TIME IS NOW!