NFU Mutual’s Responsible Business campaign has evolved year after year, becoming much more than an annual report.
NFU Mutual’s Responsible Business campaign has evolved year after year, becoming much more than an annual report.
Together, we’ve continually refined the strategy, messaging and campaign assets to make Responsible Business more engaging, more accessible and more relevant to its audiences.
Every campaign starts with a review of customer research, audience feedback and previous performance, allowing us to build on what’s worked before and identify where we can take the campaign further. This year, the strategy focused on building trust by demonstrating how NFU Mutual goes above and beyond for its members and communities, while increasing transparency around progress and impact.
Building on this strategic foundation, we created an interactive digital report designed to make a substantial amount of information easier to navigate and explore. Improved navigation, embedded content and clear signposting help readers quickly find the topics most relevant to them, while maintaining the depth expected from a comprehensive Responsible Business report.
To extend the campaign beyond the report itself, we also developed audience-specific email communications and social media content encouraging different audiences to explore the content in a way that suited them best.
It’s a campaign that continues to evolve each year, combining strategy, content and creative to help NFU Mutual communicate complex Responsible Business activity in a clear and engaging way.
