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Sustainability Leaders Awards 2012


Sustainability Communications WINNER:


The Co-operative


It is no surprise that when asked the question ‘who is the most socially responsible business?’ consumer responses give the Co-operative an 8% lead over its nearest competitor


“By focusing on the individuals and groups that our social goals affect, we presented consumers with real people to relate to, giving them a reason to believe that what they do locally can affect change,” the company said.


The company evidently feels the key in sending the sustainable message is to engage with its grass roots custom- ers and it is certainly eager to become recognised by consumers as the most socially responsible business in the UK: mounting a mammoth media campaign and shelling out £3m for its ‘Join the Revolution’ campaign, to run alongside its Ethical Plan, was a clear statement of intent.


L-r: compere Sue Perkins, Futerra co-founder Ed Gillespie, Leila O’Sullivan, The Co-operative Group


The campaign, developed and imple- mented in 2011/12, sought to showcase the difference individuals can make to their own worlds, using real-life projects as examples.


The website, jointherevolution.coop, acted as the cornerstone of the cam-


paign. It worked as a platform to feature a number of real-life case studies as vide- os, showcasing the Co-operative’s wider work and commitments, and the many ways to get involved.


Members were encouraged to put for- ward their own initiatives, their own


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