Work

Crocs, Inc. | GLOBAL | BETTER THINGS

Designing a holistic community impact platform for Crocs, Inc.

Crocs, Inc. is known for its optimism and confidence and has a long-standing purpose: To build a more comfortable world for all. Grounded in these foundations, we developed a community impact approach that could garner support across the business, from the C-Suite and investors to brand marketers and creatives. Step Up to Greatness was designed to support multiple initiatives at the enterprise level and for both Crocs and HEYDUDE brands. With partners including UNICEF and Big Brothers Big Sisters, it provides support for disadvantaged young people to gain essential 21st Century skills, build confidence, access opportunities, and reach their full potential.

GOOD BUSINESS LAB | INDIA + US + LATAM | independent

Convincing industry of the business case for frontline worker wellbeing.

Companies rarely invest in the wellbeing of manufacturing and service workers. Good Business Lab (GBL) is changing that, using world-leading economic research to build the business case for investing in the wellbeing of low-income workers. Working with the founders pre-launch, we built the organisational strategy, proposition, funding model, brand positioning and growth strategy. GBL now has 80 employees globally, attracts multi-million dollar grants and several MNC partners, and is impacting millions of workers worldwide. In 2023, we refreshed GBL’s global communications strategy to drive its next 3 years of growth.

GATES FOUNDATION | INDIA | AT PURPOSE

Reframing the contraception conversation for Indian youth.

When sex is a taboo topic, how do you support young people to not only talk and learn about contraception safely, but also ensure their voices are heard in policy and decision making around sexual health? With extensive primary research and co-creation with young people, health workers, youth groups and policy makers, we developed a strategy that reframed the contraception conversation away from the high-risk subject of sex, and towards values that all stakeholders could share: quality of life, education, financial security and a better future. This strategy underpinned the development of Youth Ke Bol by the Bill & Melinda Gates Foundation and Dasra, a growing coalition of 1-million young people advancing conversation and access to sexual and reproductive health.

VIACOMCBS | US | at purpose

Tackling misinformation in the 2020 US election.

With disinformation on voting rights spreading in the run up to the 2020 US election, we mobilised ViacomCBS’s talent, presenters and creators to become trusted messengers across the network and their own social channels. Show Up translated complex voter regulations into clear and compelling messages that they could easily share to key populations and at critical moments in the election, driving voter registration and turn out.

UBER | US | at purpose

Ensuring the voices of 1.5m drivers and delivery people are heard.

In a period of major discontent in 2020, Uber needed to work a lot harder for its drivers and delivery people. We designed Uber Crew as an independently-run, national driver voice platform to uplift the needs of drivers in the development of new products and processes at Uber. Four years on, Uber Crew has dozens of elected members serving every US state and representing the views of 1.5m drivers. Crew members interact regularly with Uber’s product team and senior management.

Women in Labour | India | independent

Putting conversations about women and work into the mainstream through comedy.

India’s women have been dropping out of the workforce for over a decade but it’s rarely talked about or reported on. With journalist Christina MacGillivray and award-winning comedian Aditi Mittal - plus generous philanthropic funding - we co-founded a high-profile podcast and event platform to tackle the conversation head on. With comedy as an entry point, and inviting a diverse range of guest voices, Women In Labour has reached half a million listeners and been covered by Indian and global media.

SHAHI | INDIA + GLOBAL | independent

Transforming a legacy Indian manufacturer into a leading global sustainability voice.

As India’s largest apparel exporter with over 100,000 workers, Shahi had numerous social and environmental initiatives but lacked a comprehensive strategy, clear communications and the ability to influence up the supply chain. Over several years, we co-created a CSR approach with its worker population, codified a holistic sustainability strategy, developed compelling communications and built Shahi’s voice as a trusted industry leader. Shahi’s perspective has since been published in publications from Business of Fashion to the Economist. It is on the board of the Better Buying Initiative, a member of Fashion for Good, was the first manufacturer invited to Paul Polman’s Fashion Pact, and has spoken at GFA, COP, and Women Deliver. Shahi continues to lead the way in putting the voice of manufacturers on the world stage.

LENZING ECOVERO | GLOBAL | better things

Reframing the messaging of a global eco-fibre brand to meet new EU regulation.

With stringent new EU rules on language, communications, and public substantiation coming into effect in 2024, Lenzing wanted to be at the forefront of sustainability progress and compliance.

Working with Patrick Cahill, we developed a refreshed global purpose and proposition for LENZING ECOVERO that communicated the product’s benefit to the sustainable fashion sector in the boundaries of an increasingly regulated market.