Sustainability Comms Campaign

Client

McLaren Racing

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Situation

McLaren Racing was preparing to launch its first comprehensive sustainability report, which detailed its environmental initiatives and set clear targets for future sustainability efforts. The challenge was to communicate these achievements in a consistent and engaging way across multiple platforms.

It was crucial that the messaging aligned with the brand’s tone and was cohesive across all outputs, particularly within the communications and social media teams, to ensure clarity around the report's key messages.

Solution

To support the communications and social media teams, I developed a robust messaging framework that served as the foundation for all content related to the report. This framework ensured that all communications were aligned, from the press release to social media posts, and that all stakeholders were clear on the key messages.

Key deliverables included:

• Press release: I created a targeted press release that effectively conveyed McLaren’s sustainability efforts and achievements, generating media interest and ensuring the report’s key messages were clearly communicated.

• Four-part web article series: I wrote a series of articles that broke down key elements of the report into digestible segments, focusing on different aspects of McLaren’s sustainability strategy. These articles helped translate complex data into accessible content for a broader audience.

• Award submission: I drafted McLaren’s entry for the BBC Green Sport 2022 Award, showcasing its sustainability leadership. The submission led to McLaren being shortlisted for the award, reinforcing the brand’s commitment to sustainability in sport.

This highly collaborative project ensured that the communications and social teams were well-supported in their outputs, maintaining alignment across all channels and delivering consistent messaging around McLaren's sustainability report.