Sustainability Copywriting
Client
Unilever
Tags
sustainability, copywriting, copyediting, B2C
2016
Situation
Over a span of five years, I led the production of more than 200 stories for Unilever’s BrightFuture sustainability campaign, initially launched as projectSunlight in 2014. The campaign aimed to inspire millions of ‘Acts of Sunlight’ through powerful, human-centred stories addressing global issues like climate change, inequality, sanitation, and poverty.
The project required me to work with a variety of stakeholders and navigate different brand guidelines and tones of voice from major household brands, all while keeping the content human and humble.
Solution
To tackle this extensive project, I employed the following approach:
• Stakeholder and brand management: I collaborated with multiple stakeholders, each with their own brand guidelines and tones of voice. I ensured that all content adhered to these guidelines while maintaining a consistent, human-focused angle across every story.
• Freelancer management: I managed a small team of freelancers, briefing them on content requirements, and overseeing the editing process. My role involved ensuring that the content aligned with the campaign’s goals and the diverse brand voices.
• Content development: I focused on finding fresh angles and crafting engaging, empathetic stories. This involved in-depth research, creative writing, and adapting to new insights and developments.
• Workload and timeline management: I effectively managed the workload and timelines by setting clear priorities, coordinating between team members, and ensuring timely delivery of high-quality content.
Through this approach, I was able to inspire action and raise awareness on critical global issues, leveraging diverse brand perspectives while keeping the content engaging and authentic.
The length of the engagement is testament to my reliability, organisation and instinctive understanding of Unilever’s approach to sustainability.
